Bella, Anna and Pratama, Yudhistira (2016) The Influence of Price, Perceived Quality, and Brand Awareness on Customer Buying Decision Case Study: The Coffee Bean & Tea Leaf. Bachelor thesis, Swiss German University.

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Abstract

This research is motivated by the emergence of competition among the coffee shops the international and the local one there are a lots of newly opened restaurants that enliven the market competition. The purpose of this research was to determine if the price, perceived quality and brand awareness has an influence towards customer buying decision in The Coffee Bean and Tea Leaf. This research was done with quantitative method where the data was collected through the questionnaires. The data collecting involves 130 respondents in total for pre-testing and post-testing in Jakarta area. Simple regression analysis was used to analyze the data. The result of this research showed that all of the three variables are having an influence towards customer buying decision. Based on the result, it can be concluded that price, perceived quality and, brand awareness can be a key to help The Coffee Bean and Tea Leaf to make people to buy their products.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Coffee Shop; Price; Perceived Quality; Brand Awareness; Customer Buying Decision.
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry T Technology > TX Home economics > TX946.5 Food service
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	14 Jul 2020 08:14
Last Modified:	16 Jul 2020 13:28
URI:	http://repository.sgu.ac.id/id/eprint/1190

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