PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS

Abstract

This research is meant to find out the influence of product quality, service quality, and price to the
purchasing decision at Starbucks Coffee Galaxy Mall Surabaya branch.The Population is all
customers who have ever visited the Starbucks Coffee Galaxy Mall Surabaya branch. The sample
collection technique has been done by using accidental sampling based on the accidental which means
all customers who have ever purchased the products of Starbucks coffee, and 98 respondents have been
selected as samples. The data analysis technique has been done by using multiple linear regressions.
The results of the test show that product quality, service quality, and price variables which have
positive and significant influence to the customer decision. Based on the partial determination
coefficient value, it shows that product quality becomes the variable which has dominant influence to
the customer decision. It means that when the product quality is getting better, it will have influence
to the increase of the customer decision at Starbucks Coffee Galaxy Mall Surabaya branch.

Keywords: Product Quality, Service Quality, Price and Customer Decision.