Pengaruh Harga, Lokasi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Konsumen Kriwul Coffee Jl. Sunan Kalijaga Malang)

Abstract

Abstract

 

This study aims to determine the price, location and quality of service influence the purchasing decisions of Kriwul Coffee Malang consumers. The samples obtained in this study were 85 respondents. The data used are secondary data and primary data using questionnaires and selected by purposive sampling. Data analysis used SPSS version 25. The data analysis method used was instrument test: validity and reliability test, normality test, classic assumption test: multicollinearity test and heteroscedasticity test, multiple linear regression analysis, hypothesis testing: partial test and sobel test and test coefficient of determination (R2). The results of this study indicate that price, location and quality of service simultaneously influence Kriwul Coffee Malang consumers' purchasing decisions, Price influences purchasing decisions at Kriwul Coffee, Location influences purchasing decisions at Kriwul Coffee, Service Quality influences purchasing decisions at Kriwul Coffee.

 

Keywords: Price, Location, Location, Purchase Decision