ANALISIS PERSEPSI HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI STORE BINJAI

ANALISIS PERSEPSI HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI STORE BINJAI, Price Perception, Product Quality, Location and Purchasing Decisions...

Author: MHD. YUSUF HIDAYAH NST
Date: 2024
Keywords: Price Perception, Product Quality, Location and Purchasing Decisions
Type: Jurnal
Category: penelitian

This research aims to analyze the influence of price perceptions, product quality and location on purchasing decisions at Kopi Kenangan. A quantitative approach was used with accidental sampling technique and the sample size was 99 respondents, calculated using the Slovin formula. Data were analyzed using multiple linear regression with SPSS. The results show that price and location perceptions have a significant effect on purchasing decisions, while product quality does not show a significant effect. The F test confirms that simultaneously, these three variables have a significant effect on purchasing decisions

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