DETERMINANTS OF PURCHASE DECISIONS IN THE BALI LUWAK COFFEE AGROTOURISM BUSINESS

Abstract

The development of the business world is increasingly very competitive, in achieving competitive advantage to increase purchasing decisions. This happened in one of the civets’ coffees agro-tourism businesses in Bali. The ability to manage a company helps the business to become more advanced and able to compete. This study aims to determine the factors that influence purchasing decisions in civet coffee agro-tourism businesses in Bali. The population used is the customer who buys civet coffee products at least twice with the accidental sampling technique. The sample used is a saturated sample of 97 respondents, using multiple linear regression analysis. The results of the study stated that brand image had a positive and significant effect on the purchasing decision of civet coffee in Bali, product quality had an effect on the purchase decision, and promotion had a positive and significant effect on the purchase decision. The novelty of this research is the object of research on the determinants of purchasing decisions on civet coffee agro-tourism in Bali which should taste the same, but this has a unique taste as premium civet coffee.

Keywords

• brand image
• product quality
• promotion
• purchasing
• decision