PENGARUH HARGA, PRODUK, PROMOSI, TEMPAT, BUKTIFISIK TERHADAP KEPUTUSAN PEMBELIAN DI EWOEL CAFE

Abstract

Recently, the rapid development of culinary business within the globalization era grows faster due to the higher competition among business practitioners. The research aimed to examine the effect of price, product quality, promotion, location, and physical evidence on the buying decisions of Ewoel Cafe Surabaya. The research was quantitative with an ex-post facto approach, furthermore, the population was visitors and customers who had the product and service of Ewoel Cafe Surabaya with unknown numbers. The data collection technique used probability sampling, with 100 respondents as the sample. Moreover, the data were primary with questionnaires as the instrument. The data analysis technique used multiple linear regression, with some tests namely t-test as the ones which decided significantly or not; and proper model test. As the hypothesist result, it concluded that promotion, location, and the physical evidence had a significantly positive effect on buying decisions. However, the price had an insignificantly positive effect on buying decisions. In contrast, the product had an insignificantly negative effect on buying decisions. Meanwhile, the result of the determination coefficient significant (R²) was 0,471. This meant that 47,1% of the buying decisions, were affected by price, product quality, promotion, location, and physical evidence.