Pengaruh Kualitas Pelayanan, Harga, dan Promosi terhadap Keputusan Pembelian Kopi Good Day di Toko Fiona Desa Lamaran Kabupaten Brebes

Abstract

The aim of conducting this research is to determine the influence of Service Quality, Price and Promotion on the Decision to Purchase Good Day Coffee at the Fiona Shop, Lamaran Village. Data was collected using a questionnaire as an information gathering tool. This research used a purposive sampling technique with a sample taken of 37 respondents from consumers of Good Day Coffee Products at the Fiona Shop, Lamaran Village. The variables in this research use Service Quality (X₁), Price (X₂), Promotion (X₃) and Purchase Decision (Y). Data analysis techniques, in this case statistical analysis, are validity testing, reliability testing, classical assumption testing, hypothesis testing, multiple regression analysis using the SPSS program. The research results show that the data is valid and reliable, no multicollinearity problems were found, no heteroscedasticity problems and met the normality assumption. The influence of service quality on purchasing decisions shows mutual and significant influence. The influence of price on purchasing decisions shows mutual and significant influence. The influence of promotions on purchasing decisions shows mutual and significant influence. Service Quality, Price and Promotion as a whole have a significant influence on Purchasing Decisions.