ANALISIS PENGARUH PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP HAKIKI COFFEE SURAKARTA

Abstract

Abstract : This study aims to analyze the influence of products, prices and service quality on coffee product purchase decisions at Hakiki Coffee Surakarta. The basic method of this research is analytical descriptive. The location determination method in this study was purposive with several considerations. Sampling uses non-probability sampling method with the type of convenience sampling. The sample in this study amounted to 100 respondents with the criteria of having visited and purchased coffee products at Hakiki Coffee at least twice and was over 18 years old. Data collection tools use a questionnaire that is distributed directly to respondents. Instrument testing (validity and reliability test) and data analysis (multiple linear regression analysis, classic assumption test, hypothesis testing) The results showed that all independent variables namely product, price and service quality together influenced the dependent variable, namely product purchasing decisions coffee at Hakiki Coffee Surakarta. Product variables, price and service quality partially influence the purchasing decision of coffee products in Surakarta Coffee Hakiki. Hakiki Coffee is expected to improve the quality of existing coffee products and product innovations to increase the choice of coffee menus and coffee companion menus to be more diverse.

Keywords: Price, Purchase Decision, Service Quality, Products