Pengaruh Harga, Lokasi dan Kualitas Layanan terhadap Keputusan Pembelian pada Cilesia Coffee Shop Medan

Abstract

The purpose of this research is to determine the influence of price, location and service quality on purchasing decisions at Cilesia Coffee Shop Medan. This type of research is associative research with quantitative methods. The population in this study were all customers who had visited and purchased at Cilesia Coffee Shop Medan, totaling 1250 people. The sample in this research was 92 customers who had visited and purchased at Cilesia Coffee Shop Medan. The sampling technique is purposive sampling. The data collection method in this research is through a questionnaire. The analytical method used in this research is descriptive analysis method and multiple linear regression analysis. Based on the results of the F test, it shows that price, location and service quality together or simultaneously have a significant effect on purchasing decisions. Based on the t-test results, it shows that price has a negative and significant effect on purchasing decisions. Location has a positive and significant effect on purchasing decisions. Service Quality has a positive and significant effect on Purchasing Decisions. Based on the value of the Coefficient of Determination (Adjusted R-square), it can be seen that Price, Location and Service Quality have an influence on Purchasing Decisions of 0.467 or 46,7 percent, while the remaining 53.3 is influenced by other factors outside those studied by researchers.