Analysis of the Influence of Coffee Product Quality and Experiential Marketing on Brand Image 45 Graha Coffee Shop Sidoarjo
DOI:
https://doi.org/10.36636/dialektika.v6i2.746Keywords:
Product Quality, Experiential Marketing, Brand ImageAbstract
This study aims to determine the effect of product quality coffee drinks and experiential marketing on the brand image of 45 Graha Coffee Shop located in Sidoarjo. The number of samples taken as many as 115 respondents with a sampling method using Non-Probability Sampling, the determination of the sample used in this study is the purposive sampling method with several specified criteria. Data collection in this study was carried out through the distribution of questionnaires given to respondents, namely consumers who visited and enjoyed coffee drinks at 45 Graha Coffee Shop. The analysis technique used is Validity Test, Reliability Test and Hypothesis Testing by using Partial Least Squares (PLS) application. Based on the results of the research conducted, it can be said that significantly, namely: Variable 1) Product Quality (X1) has a positive effect on Brand Image Variable (Y). 2) The Experiential Marketing Variable (X2) has a positive effect on the Brand Image Variable (Y) at 45 Graha Coffee Shops located in Sidoarjo.
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