PENGARUH KUALITAS PRODUK, LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Java Dancer Coffee)
Daftar Isi:
- ABSTRACT The aims of this research are to test and analyze the effect of product quality, location and price on consumer purchasing decisions on Java Dancer Coffee. This type of research is quantitative research. The populations used in this research were all consumers who made purchases in Java Dancer, with a sample of 100 respondents who had the characteristics of consumers who first made purchases in Java Dancer Coffee and consumers who were at least 18 years and above. This research uses a type of quantitative data and the data sources used are primary data. Data collection used questionnaire techniques. The measurement scale technique used is the Likert scale. The data analysis method used is multiple linear regression analysis, classic assumption test, t test. The results of this research indicate that product quality, location and price significantly influence purchasing decisions. Location has dominant influence on purchasing decisions. This research has proven that product quality, location and price have an influence on purchasing decisions. Keywords: Product quality, location, price, purchase decision.