The Influence of Brand and Price on Sales of Geisha Coffee Shops in Jakarta

The purpose of this study is to examine the prospects of Geisha Coffee Shops in Indonesia which are explained by the influence of Brand and Price on Sales. The results of the study indicate that the Brand factor has a positive and significant effect on Sales. Price has a negative effect on Sales with a regression of Y = 28.487 + 0.489 (Brand) - 0.295 (Price). The second variable can affect Sales by 66.90%, the remaining 33.10 by other variables. The results of this study indicate that the growth of Geisha coffee shops in Jakarta is far behind other coffee shops, even though the coffee raw materials used are of very good quality when compared to other brands of coffee raw materials, and the selling price is also relatively cheaper, especially due to the lack of promotion to the public or less well-known in the community.