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Pengaruh Harga, Lokasi, Pelayanan, dan Suasana terhadap Keputusan Pembelian Konsumen Coffee Shop di Kota Malang
Last modified: 2020-12-08
Abstract
Background of this research is trend of coffee shop that growing in Malang City. This study aims to analyze the influence of price, location, service, and atmosphere on consumer purchasing decisions about coffee shop in Malang City, knowing the extent of the influence of these variables, and which variables is most influence the consumer’s purchasing decisions. This is a quantitative research with total of samples was 100 respondents who chose by accidental sampling, and the data was collected using questionnaires, then use SPSS to analyze the data with multiple linear regression, t test, and f test. Result showed that simultaneously pricing, location, service, and atmosphere influenced the consumer purchasing decisions in Coffee Shop Malang City, but partially, only service and atmosphere have a positive effect on consumer purchasing decision, and the most dominant variable is service. Since this study only looks at influence price, location, service, and atmosphere variables on consumer purchasing decision, future research should examine different variable in 4Ps that could give influence on consumer purchasing decision such as promotion and quality of product.
Keywords
4Ps; marketing mix; coffee shop
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