The Effect Of Product Quality And Price On Purchase Decisions For Packaged Coffee In Surakarta City

Abstract

Purpose: This study examines the relationships of product quality and price with purchase decisions for packaged coffee in Surakarta City. Design/methodology/approach: A quantitative cross-sectional survey was conducted with 100 respondents selected through purposive sampling. Eligible respondents were Surakarta residents aged at least 17 years who had purchased packaged coffee at least twice in the previous three months. Data were collected using a five-point Likert-scale questionnaire and analyzed using IBM SPSS Statistics 25, including validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and coefficient of determination analysis. Findings: Product quality was positively and significantly associated with purchase decisions (B = 0.187, t = 2.166, p = 0.033). Price also showed a positive and significant association (B = 0.604, t = 6.293, p < 0.001) and was the stronger predictor based on its standardized coefficient. This positive relationship reflects favorable perceptions of affordability, price competitiveness, and price-value suitability, rather than an increase in nominal price. The regression model was statistically significant (F = 60.044, p < 0.001), with R² = 0.553 and adjusted R² = 0.544. Practical implications: Producers should maintain consistent product quality while strengthening affordability, price competitiveness, and perceived value for money. Originality/value: By examining packaged coffee across brands rather than focusing on a single brand, this study provides category-level evidence on the relative associations of product quality and price with purchase decisions in Surakarta. Because the study uses cross-sectional survey data, the findings indicate statistical associations rather than definitive causal relationships.