PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN CAFÉ KALA SEDUH

Abstract

This research ained to find out and analyze the effect ot service quality, price and location on the customer’s purchasing decisions at Laka Sedu Café Surabaya. The research was associative, which aimed to connect two or more variables to see whether there was an effect based on primary data obtained systematicalty. Moreover, the population was customers who had come and bought coffe at Kala Sedu Café, Surabaya. Furthermore, the data were primary, with questionnaires as the increment. Yhe questionnaires were distributed to 100 customers as the sample. The data analysis technique used multiple linear regression which aimed to obtain a comprehensive picture of the relationship between variables additionalty, the classical assumption test used a normality test, multicollinearity test, and heteroscedasticity test. Based on the result of model feasibility test, it shows that the regressions models which have been generated is feasible and it can be used for further analysis. Based on the result of data analysis and hypothesis testing, this research concluded that product quality had a significant effect om the customers’ purchasing decisions at Kala Seduh Café, Surabaya. Likewise, service quality had a significant effect on the customers’ purchasing decisions at Kala Seduh Café, Surabaya. Similarly, both price and location had a significant effect on the purchasing decisions at Kala SEduh Café, Surabaya.