Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Kopi Janji Jiwa Boulevard Hijau

This study aims to analyze the influence of brand image and product quality on purchasing decisions at the Kopi Janji Jiwa outlet on Boulevard Hijau, Harapan Indah, Bekasi. The study was motivated by the intense competition among local coffee shops, where Kopi Janji Jiwa has a strong brand image but its store growth lags behind that of its main competitors. The method used is quantitative with a causal-associative approach. Data were collected through a questionnaire administered to 100 Kopi Janji Jiwa consumers at the Boulevard Hijau Outlet, selected using purposive sampling. The data were analyzed using multiple linear regression with the aid of SPSS Statistics 24. The results show that Brand Image has a positive and significant effect on Purchase Decision (calculated t-value 2.400 > critical t-value 1.984, p < 0.000 < 0.05). Product Quality also has a positive and significant effect (calculated t-value 8.812 > critical t-value 1.984, p < 0.000 < 0.05). Simultaneously, Brand Image and Product Quality influence Purchase Decisions (calculated F = 99.181 > table F = 3.090, p = 0.000 < 0.05), with an R² of 0.672, meaning that these two variables explain 67.2% of the variation in purchase decisions. These findings imply that efforts to strengthen brand image and improve product quality must be consistently pursued to enhance consumer purchasing decisions. Janji Jiwa Boulevard Hijau Coffee is advised to improve its Brand Image and Product Quality in order to boost Purchasing Decisions.