PENGARUH HARGA, LOKASI DAN PERSEPSI KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI JEDA COFFEE CAMP

Rizki Ampri Trapsilo, Indra Ayu Fatmala

Abstract


There are several factors that influence purchasing decisions, including price, location and perceived service quality. This research aims to determine the influence of price, location and perceived service quality on purchasing decisions at Jeda Coffee Camp. The research was conducted in Madiun City. The method in this research is a quantitative method. The population in this research is Jeda Coffee Camp consumers who have made a purchase at least once. The sampling technique uses purposive sampling. Determining the sample size used the formula from Hair et al (2019) and obtained results of 170 respondents. The analysis technique uses an outer model measurement model (validity and reliability test), a structural model (inner model) and hypothesis testing using the help of SmartPLS version 4.0 software. The research results prove that: 1. Price has a positive and significant effect on purchasing decisions. 2. Location has a positive and significant effect on purchasing decisions. 3. Perception of service quality has a positive and significant effect on purchasing decisions.

Keywords: Price, Location, Perception of Service Quality, Purchasing Decisions

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References


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