Pengaruh Harga, Kualitas Pelayanan, dan Kepuasan Konsumen Terhadap Keputusan Pembelian Produk And Coffee Space

Abstract

Abstract

This research aims to examine the influence of price, service quality and consumer satisfaction on purchasing decisions for And Coffee Space products. coffee shop has made it easier for their customers to be active in the market. Cafes compete not only with products, but also with the quality of service and price. The price offered must be commensurate with the product offered, and good service will make customers feel comfortable, make them more satisfied and encourage them to make purchasing decisions. The research methodology used is explanatory research with a quantitative approach. This research focused on And Coffee Space customers, with a sample size of 85 respondents determined using the Malhotra formula. To test the research hypothesis, multiple linear regression analysis was used with the help of the SPSS 25 analysis tool. The test results show that price perception (X1) and consumer satisfaction (X3) have a positive and significant influence on product purchasing decisions (Y). Perception of service quality (X2) has no influence on product purchasing decisions (Y).

Keywords: Perception Price, Service Quality, Consumer Satisfaction, Product Purchasing Decisions