Pengaruh Inovasi Produk, Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Bromfiets Cafe Srengat Blitar
DOI:
https://doi.org/10.58192/ebismen.v4i4.3802Keywords:
Product Innovation, Brand Image, Service Quality, Purchasing Decision, Bromfiets CafeAbstract
This study aims to analyze the influence of product innovation, brand image, and service quality on consumer purchasing decisions at Bromfiets Cafe Srengat Blitar. The research is motivated by the growing competition in the culinary industry, which requires businesses to continuously innovate, strengthen brand image, and improve service quality to retain customers. The research method employed a quantitative associative approach, with data collected through questionnaires distributed to 121 respondents selected using the accidental sampling technique. The data were analyzed using multiple linear regression with the aid of SPSS version 25.0. The results show that product innovation, brand image, and service quality have a positive and significant effect both partially and simultaneously on consumer purchasing decisions. The Adjusted R² value of 0.727 indicates that these three variables explain 72.7% of the variation in purchasing decisions, while the remaining 27.3% is explained by other factors outside the research model. These findings highlight that the synergy between product innovation, brand image, and service quality is the key factor influencing purchasing decisions and sustaining competitive advantage in local culinary businesses.
References
Adi, L. (2017). Manajemen komunikasi dan pemasaran. Palembang: Universitas Bina Darma.
Darmansah, A., & Yosep, S. Y. (2020). Pengaruh citra merek dan persepsi harga terhadap keputusan pembelian online pada aplikasi Shopee di wilayah Jakarta Timur. Jurnal Inovasi Mahasiswa, 1, 15–30.
Dewi, A., & Setiawan, D. (2024). Analisis strategi bauran pemasaran pada bisnis kuliner. Journal Manajemen dan Bisnis Islam, 1(1), 5–23.
Fauzi, A., Punia, I., & Kamajaya, G. (2017). Budaya nongkrong anak muda di kafe: Tinjauan gaya hidup anak muda di Kota Denpasar. Jurnal Ilmiah Sosiologi (SOROT), 3(5), 1–13.
Kotler, P., & Amstrong, G. (2019). Principles of marketing (17th ed.). London: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). London: Pearson Education.
Maharani, S. (2024). Pengaruh inovasi produk dan kualitas layanan terhadap keputusan pembelian dengan citra merek sebagai variabel intervening (Studi pada konsumen produk Wardah di Kota Semarang). Diponegoro Journal of Management, 13(3), 1–11.
Ramli, R., & Silalahi, R. (2020). Pengaruh kualitas pelayanan, persepsi harga, dan kualitas produk terhadap tingkat penjualan mobil Toyota Yaris di wilayah Batam. Jurnal BENING, 7(1), 43–52.
Sari, R. W. P., Murdiyanto, E., & Muttaqien, Z. (2023). Pengaruh kualitas pelayanan, keragaman produk, dan suasana cafe terhadap kepuasan konsumen di Akar Coffee Wates. Journal of Creative Student Research, 1(5), 127–140.
Sugiono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Widjaja, R., & Wildan. (2023). Pengaruh inovasi produk, promosi, dan kualitas pelayanan terhadap keputusan pembelian sepeda motor. Jurnal Sains Manajemen, 16(1), 39–49.
Widyantini, D., & Soekanda, E. (2020). Pengaruh inovasi produk dan citra merek terhadap keputusan pembelian di Pizza Hut Bogor. Jurnal Manajemen dan Keuangan, 8(2), 153–160.
Zakariya, D. H., Saputra, B. M., & Evasari, A. D. (2025). Pengaruh lokasi, kualitas layanan, dan variasi produk terhadap keputusan pembelian pada Cafe Matahati Kediri. Jurnal Manajemen, Akuntansi dan Ekonomi, 16(10), 101–110.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi, Bisnis dan Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
