PENGARUH KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI KENANGAN SURABAYA CABANG MULYOSARI

Abstract

This research aimed to find out the effect of product quality, price, and location on purchasing decisions of Kopi Kenangan, Mulyosari, Surabaya. The research was causal-comparative with a quantitative approach. Moreover, the data were primary with questionnaires as the instrument. The questionnaires were distributed to consumers who consumed and bought Kopi Kenangan, Mulyosari, Surabaya at the first time, twice or more than twice. Furthermore, the scale used was Likert scale. The sampling technique used non- probability sampling with purposive sampling as the data collection technique. In line with that, there were 100 respondents as the sample. Additionally, the data analysis technique used multiple linear regression with SPSS 26. From t-test, the result showed that product quality had a significantly positive effect on purchasing decisions of Kopi Kenangan, Mulyosari, Surabaya for about 0.034. Likewise, price had a significantly positive effect on purchasing decisions of Kopi Kenangan, Mulyosari, Surabaya for about 0.017. Similarly, location had a significantly positive effect on purchasing decisions of Kopi Kenangan, Mulyosari, Surabaya for about 0.024.