PENGARUH KUALITAS, MEREK, KEMASAN DAN HARGA PRODUK TERHADAP KEPUTUSAN PELANGGAN DALAM MEMBELI KOPI DAN BOBA DIKALANGAN REMAJA MILENIAL DI KOTA MALANG

Abstract

This study aims to examine and analyze the effect of quality , brand, packaging, and product price on customer decisions in buying coffee and boba among millenial teenagers. Respondents as many as 200. The analytical tool used is SEM analysis . The results showed that the products quality of starbucks , kopi kenangan , xiboba , and chatime were judged to provide good product quality . Good product packaging , good taste and attractive packaging and safe drinks for consumption are the advantages of the starbucks , kopi kenangan , xiboba , and chatime, because they can leave a poitive impression on consumers so that consumers can make further purchases. Interesting and unique brand names , namely starbucks , kopi kenangan , xiboba , and chatime were considered attractive by some informants , this made the brand able to make an impression on people’s memories. In taste , everyone has different in assessing the level of enjoyment of sturbucks starbucks products , kopi kenangan , xiboba , and chatime . Attractive and unique packaging of starbucks ,kopi kenangan

, xiboba , and chatime products . So that customers can make further purchases. Affordable price among customers make starbucks products , kopi kenangan , xiboba , and chatime often purchased by customers/consumers . Quality , brand , packaging , dan price have a positive and siqnificant influence on customers decisions to consume coffe and boba