PENGARUH HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE GUDANG KOPI

Abstract

This research aimed to find out the effect of price, promotion and location on the customers’ purchase decisions at Gudang Kopi Cafe at Sidoarjo. This research used quantitative. The research data was taken from respondents, population members were customers who have ever purchased at Gudang Kopi Cafe with the unlimited number (Infinite), the sample collection technique used purposive sampling technique i.e. sample selection with determining criteria. Based on the purposive sampling technique used 100 respondents. Moreover, the analysis used multiple tests. The data of this research was processed by SPSS Program 23 version. The research result showed that multiple linear regressions were feasible to use, a valid questionnaire and reliable hypothesis test showed that price had a positive and significant effect on the customers’ purchase decision, the promotion had a positive and significant effect on the customers’ purchase decision, the location had a positive and significant effect on the customers’ purchace decision.
Keywords: Price, promotion, location, purchase decision.