ANALISIS PENGARUH LOKASI, FASILITAS, KUALITAS PELAYANAN DAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SARIJAN COFFEE 2

Abstract

ABSTRACT

The purpose of this study is 1). to analyze the impact of location, facilities, quality of service, and the product simultaneously to consumer purchase decision in Sarijan Coffee 2.
2). to analyze the impact of location, facilities, quality of service and the product partial to consumer purchase decision in Sarijan Coffee 2.

The samples taken in this study are 100 people which is the consumers from sarijan coffee 2, we found that a variable location (X1), quality of service (X3), and the product (X4) had significant impact on purchasing decision because  the significance is less than 0,05 whereas the variable facilities (X2) have greater significance than 0,05 that is 0,297 so there was no significant influence between facilities over purchasing decisions.

keyword : location, facilities, quality of service, product and consumer purchase decision