FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KOPI ROBUSTA MURIA SIAP SAJI DI KABUPATEN KUDUS

Abstract

ABSTRACT : This study discusses to determine what factors influence the decision to purchase Robusta Robusta coffee in Kudus Regency. The basic method used in this research is descriptive analytical method. The research location is in the coffeeshop of Kudus Regency. The type of data used is primary data in the form of a research questionnaire. The population used in this study were consumers of ready-made robusta muria coffee in Kudus Regency.. Model testing and data analysis using (1) Instrumental tests, (2) Classical Assumptions Test, (3) Multiple Regression Analysis (4) Determination Coefficient. The results showed that all question items of each independent variable and the dependent variable were valid and reliable. The data used in this study are normally distributed, and the results of testing classic assumptions, indicate that the regression capital used in this study is free from multicollinearity, heteroscedasticity. Based on the t test, there are four variables that significantly influence the decision to buy Robusta Robusta coffee, namely product quality, personal, social, and price.

Keywords : Kudus Regency, Robusta Muria Coffee, Multiple Analysis Regression, SPSS