Pengaruh Kualitas Produk, Promosi dan Lokasi terhadap Keputusan Pembelian Konsumen di Kedai Dikit Lagi Kopi

Apriliana, Silvia (2023) Pengaruh Kualitas Produk, Promosi dan Lokasi terhadap Keputusan Pembelian Konsumen di Kedai Dikit Lagi Kopi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the effect of product quality, promotion and location on consumer purchasing decisions at Dikit Lagi Kopi Shop. The method used is quantitative research because it uses questionnaires and primary data. The selected sample was 100 consumer respondents at the Dikit Lagi Kopi shop. Data was measured using a Likert scale and analyzed using process techniques using the SPSS Version 25 program. Add the analytical tool multiple linear regression Based on the results of the study that product quality has a positive effect on purchasing decisions, promotion variables have no positive effect on purchasing decisions, location variables have a positive effect on purchasing decisions. This study succeeded in proving that simultaneously and significantly between product quality variables, location on coffee purchasing decisions at Kedai Lagi Kopi. Product quality, promotion, and location simultaneously influence purchasing decisions 42.3 while the rest are influenced by other factors outside of this study.

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