Mefri Yudi Wisra* 

Management, Economics and Business Study Program, Ibnu Sina University

Ajeng Andriani Hapsari

Management Study Program, Faculty of Business and Humanities, Pradita University 

Cinthya Ratna Yuniar

Pharmacy Study Program, Sunan Giri Academy of Pharmacy and Food Analysts 

Siti Indah Purwaning Yuwana 

Sharia Economics Study Program, Kiai Haji Achmad Siddiq State Islamic University Jember 

Abdul Talib Bon 

Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia 

DOI: https://doi.org/10.19184/bisma.v20i1.60004

ABSTRACT 

This study aims to analyze the influence of brand image, experiential marketing, price, and product quality on consumer purchasing decisions at J.CO Donuts and Coffee, both partially and simultaneously. The population consisted of 1,500 consumers at the Fanindo Sanctuary Garden outlet, Batam City. A sample of 94 respondents was selected using nonprobability accidental sampling. Data were collected through a structured offline questionnaire. Results indicate that brand image, experiential marketing, price, and product quality each have a positive and significant partial effect, and simultaneously explain 89.9% of the variance in purchasing decisions. Managerially, J.CO management should prioritize experiential marketing, strengthen brand consistency, maintain competitive pricing, and uphold product quality as an integrated strategy to sustain consumer purchasing behavior.   

Keywords: Brand Image, Experiential Marketing; Price, Product Quality, Purchasing Decision  

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, pemasaran pengalaman, harga, dan kualitas produk terhadap keputusan pembelian konsumen di J.CO Donuts and Coffee baik secara parsial maupun simultan. Populasi dalam penelitian ini adalah seluruh konsumen J.CO Donuts and Coffee, berjumlah 1.500 orang. Sampel penelitian ditentukan sebanyak 94 responden menggunakan teknik pengambilan sampel nonprobabilitas. Pengumpulan data dilakukan melalui penyebaran kuesioner. Hasil penelitian menunjukkan bahwa citra merek, pemasaran pengalaman, harga, dan kualitas produk secara parsial dan simultan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen di J.CO Donuts and Coffee. Secara manajerial, temuan ini mengimplikasikan bahwa manajemen J.CO perlu memperkuat citra merek melalui konsistensi kualitas produk dan penciptaan pengalaman berbelanja yang berkesan, serta menetapkan strategi harga yang kompetitif guna mendorong keputusan pembelian konsumen.   

Keywords: Citra Merek, Harga, Keputusan Pembelian, Kualitas Produk, Pemasaran Pengalaman.