Analisis Pengaruh Kualitas Produk, Harga dan Lokasi Terhadap Keputusan Pembelian Pada Sumatra Tapanuli Coffee & Roastery

Abstract

This research aims to analyze the influence of product quality, price and purchasing decisions on Sumatra Tapanuli Coffee & Roastery. This research method uses quantitative methods. The population in this research are Sumatra Tapanuli Coffee & Roastery. The number of samples ini this research is 100 customers. Data collection uses a questionnaire. The data analysis technique uses multiple linier regression analysis techniques. The research results show that simultaneously and partially the product quality variables, price and location, have a positive and significant effect on purchasing decisions for Sumatra Tapanuli Coffee & Roastery. The results of testing the coefficient of determination (R2) showed that the Adjusted R-square value showed an R2 value of 0,258 atau 25,8%. This means that 25.8% of purchasing decisions can be explained by product quality, price and location. Meanwhile, the rest is explained by other variables not examined in this study.