Pengaruh Desain Produk, Kualitas Produk Dan Brand Awareness Terhadap Keputusan Pembelian Produk Starbucks Grand Batam Mall

Abstrak

Abstract- — The purpose of this research is to determine the influence of product design, product quality and brand awareness on purchasing decisions for Starbucks Grand Batam Mall products. This research was conducted using quantitative techniques, where the population used was 100 respondents from all Batam city residents who knew Starbucks Grand Batam Mall products. Research on the sample was carried out using non-probability sampling technique, the technique used was purposive sampling. The data collection method used in this research is a questionnaire that has been filled out by people who know Starbucks Grand Batam Mall products. Partially and simultaneously, it shows that product design, product quality and brand awareness have a positive and significant effect on purchasing decisions.