Pengaruh Atribut Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Kopi Bubuk Instan Merek Indocafe di Kota Surabaya

This research is motivated by an increase in the amount of coffee consumption Indonesian population. The large level public consuming causes producers to compete fiercely be more innovative developing their products seize market share. high competition increasingly diverse instant ground beverage industry will affect consumer purchasing decisions. purpose this study was analyze effect product attribute (X1), price (X2), and brand image (X3) on decisions (Y) Indocafe Surabaya. sample determined using purposive sampling method. Data collected distributing questionnaires. data analysis method used Structural Equation Modeling-Partial Least Square (SEM-PLS). results showed that attributes, price, had a positive significant