PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN COFFEE SHOP PESEN KOPI CABANG KETABANG SURABAYA

Abstract

This research aimed to determine the effect of product quality, price, and service quality on purchasing
decisions at Coffee Shop Pesen Kopi, a branch of Ketabang, Surabaya. The research was
quantitative with a causal-comparative as its method. Moreover, the data collection technique used
purposive sampling, in which the sample was based on the criteria given. In line with that, there were
100 respondents as the sample; who had bought the product at Coffee Shop Pesen Kopi, a branch of
Ketabang, Surabaya. Furthermore, the instrument in the data collection technique used questionnaires.
The data analysis technique used multiple analyses with SPSS (Statistical Product and Service
Solution). The research result concluded that product quality had a significantly positive effect on
purchasing decisions. Likewise, the price had a significantly positive impact on purchasing decisions.
On the other hand, service quality had a positive but insignificant effect on purchasing decisions at
Coffee Shop Pesen Kopi, a branch of Ketabang, Surabaya.