Analyzing the Impact of Product Quality, Brand Image, and Location on Consumer Purchase Decisions: Evidence from Tepian Kopi Semarang, Indonesia

This study aims to analyse the influence of product quality, brand image, and location on consumer purchase decisions at Tepian Kopi Coffee Shop in Semarang, Indonesia. A quantitative survey approach was employed, with 103 respondents selected through purposive sampling based on the criteria of being at least 17 years old and having made a purchase within the previous six months. Data were collected through a structured questionnaire and analysed using multiple linear regression with SPSS version 26. The results indicate that product quality (t = 2.167; sig. = 0.033), brand image (t = 2.868; sig. = 0.005), and location (t = 4.852; sig. = 0.000) all have a positive and significant effect on purchase decisions. Location contributes the strongest relative effect, with a standardised beta coefficient of 0.426, compared to brand image (0.250) and product quality (0.199). The F-test confirms that the three variables simultaneously influence purchase decisions (F = 44.023; sig. = 0.000), while the adjusted R² of 0.559 indicates that 55.9% of the variance in purchase decisions is explained by the model. These findings suggest that location advantages serve as the most immediate source of competitive advantage for local coffee shops competing against larger chains. Managers are advised to prioritise location enhancement, brand experience consistency, and product quality reinforcement, while future research may incorporate additional variables such as price, promotion, and store atmosphere.