ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP KOFISYOP TEMBALANG

Abstract

This study aims to determine the effect of the produk quality, the service quality and the price of purchasing decisions at Kofisyop Tembalang. The independent variable are product quality, service quality, and price affect the purchase decision as the dependent variable. The population in this study are customers of Kofisyop Tembalang. Samples were taken of 75 respondents using a purposive sampling technique. Data was collected using a survey method through questionnaires filled out by customers. Then, the data obtained were analyzed using multiple regression analysis. This analysis includes the validity test, reliability test, multiple regression analysis, classic assumption test, hypothesis testing through the F test and t test, and coefficient of determination analysis (R²). Based result, obtained regression equation: Y = 0,374 X1 – 0,028 X2 + 0,331 X3. Based on statical data analysis, the indicators in this research is valid and the variables are reliable. In testing the assumption of classical, regression model multikolonieritas, does not occur heterokedasitas, and normal distribution. Individually, the variables have greater influence is product quality with the regression coefficient 0,374, followed by the price variable with a regression coefficient 0,331, and the variable have the negative influence is service quality with the regressioncoefficient -0,028. The computation of hypothesis using the t test showed that the variable product quality and price in meticulous proved significant. And the variable service quality not significantly influence the purchase decision variables. Then through the F test can be know that the independent variable is feasible to test purchasing decisions variable. Figures adjusted R square of 0,334 indicates that variable of purchasing decision can be explained by three independent variables in the regression quotation. The remaining 66,6% is explained by other variable out side of the the three variables used in this research