PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to analyze the correlation between product quality, service quality, and price on the
purchasing decisions at Pesen Kopi Ketabang Surabaya. The large number of people who are looking for
contemporary coffee places has made business competition in the coffee shop increasingly challenging. Every
business person is required to be creative in every aspect in order to be able to create the latest ideas and innovations
and be ready to face industry competition. The population was customers who had bought products at Pesen
Kopi Ketabang Surabaya. Since there was an unlimited (infinite) number of people within a population, the
Lemeshow formula was used. In line with that, there were 100 respondents as the sample. Moreover, the research
was quantitative. The data were primary. Furthermore, the data analysis technique used multiple linear
regression. The result indicated that product quality, service quality, and price had a positive and significant
effect on the purchasing decision at Pesen Kopi Ketabang Surabaya. Additionally, the determination coefficient
test result showed that the product quality, service quality, and price contributed of 58.8% to the purchasing
decision. Meanwhile, the rest of the 41.2% were affected by the other variables.