PENGARUH PRODUK, HARGA, KUALITAS PELAYANAN, LOKASI, STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOPISAE

Abstract

This research aimed to find out the effect of product quality, price, service equality, location and store atmosphere on consumers’ buying decision of Kopisae cafe. The population was consumer who came and bought products at Kopisae cafe woth 97 respondents as sample. While, the data were primary. Moreover, the instrument in data collection technuque used questionnaires. Meanwhile, the questionnaires were distributed directly to respondents. Furthermore, from the result of data analysis technique which used multiple linier regression, it showed product quality, price, service quality, location and store atmosphere had positive effect on consumers’ buying decision of Kopisae cafe. Therefore, the management of Kopisae cafe had to consider its product quality, price, service quality, location and store atmosphere as they could affect consumers’ buying decision. Additionally, for the nexy researchers, they should add other variables which outside the research in order to broaden its scope and had more updated reserch period.
keywords: Product Quality, Price, Service Quality, Location, Store Atmosphere, Buying Decision