PENGARUH KUALITAS PRODUK, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KEDAI KOPI PENELEH

Afrizal, Mohammad Syafiq (2024) PENGARUH KUALITAS PRODUK, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KEDAI KOPI PENELEH. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The objective of this research is to determine the influence of product quality, promotion, and location on purchasing decisions. The population of this research is all consumers who have made a purchase. The sample of this research is consumers at Kedai Kopi Peneleh, with a total of 100 consumers who have made at least one purchase. The method used in this research is quantitative, with data collected through an online questionnaire using Google Forms. To analyze the data, statistical tests and multiple regression analysis using IBM SPSS version 25 were employed. The results of this research indicate that the variable of product quality (X1) significantly influences consumers' purchasing decisions at Kedai Kopi Peneleh, as evidenced by the regression coefficient for product quality (β1) of 3.322 with a significance level of 0.001, which is below the significance level of 0.05. The variable of promotion (X2) also significantly influences consumers' purchasing decisions at Kedai Kopi Peneleh, as evidenced by the regression coefficient for promotion (β2) of 4.296 with a significance level of 0.000, which is below the significance level of 0.05. The variable of location (X3) significantly influences consumers' purchasing decisions at Kedai Kopi Peneleh, as evidenced by the regression coefficient (β3) of -3.120 with a significance level of 0.002, which is below the significance level of 0.05.

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