PENGARUH KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA POINT COFFEE CABANG KEDUNG COWEK SURABAYA

Abstract

This research aims to find out and analyze the effect of product quality, price, and location on the purchasing decisions at Point Coffee Surabaya, Kedung Cowek branch. The research applies quantitatively. Furthermore, the data collection technique used non-probability sampling. The sampling technique used purposive sampling, in which the sample was based on the criteria given. In line with that, the sample was Surabaya citizens who have visited and enjoyed the Point Coffee Surabaya, Kedung Cowek branch with 100 respondents. Moreover, the data analysis technique used multiple linear regression. The data were primary. The instrument in the data collection technique was a statement questionnaire. The questionnaires were distributed to the respondents through Google Forms. Based on the multiple linear regression analysis, it shows that product quality has a positive and significant effect on purchasing decisions; as the product quality offered is suited to customers’ expectations. Likewise, price has a positive and significant effect on purchasing decisions. It means the price given is in line with the existing quality. Similarly, location has a positive and significant effect on purchasing decisions; since it is located in a strategic location and reachable.