PRODUCT QUALITY AND PRICING INFLUENCE ON THE BRAND REPUTATION OF LOCO COFFEE FAST FOOD PRODUCTS
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh harga dan kualitas produk terhadap reputasi merek Kopi Loco. Penelitian ini meliputi tiga variabel yaitu harga, kualitas produk, dan reputasi merek. Peneliti menggunakan metode kuantitatif, dan jumlah sampel penelitian ini adalah 103 orang yang pernah membeli Kopi Loco. Purposive sampling, yang merupakan jenis non-probability sampling, digunakan dalam penelitian ini. Berdasarkan data penelitian yang dianalisis dengan SPSS 25, variabel harga tidak berpengaruh terhadap reputasi merek, melainkan kualitas produk.
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