PENGARUH CITA RASA, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI KOPI SHARING KARANGANYAR
Abstract
The purpose of this study is to determine the significant impact between taste, price and service quality on purchasing decisions. The hypothesis in this study is that there is a significant and positive influence between taste, price and service quality on purchasing decisions. This study uses quantitative research methods, looking for causal associative effects. The data needed in this study is primary data obtained by providing surveys to selected respondents containing statements. The data analysis technique used multiple linear analysis, t test, f test and determination test. What will happen is the t-test shows that taste has a significant effect on purchasing decisions at the Karanganyar Sharing Coffee Shop. The price has a significant effect on purchasing decisions at the Karanganyar Sharing Coffee Shop, and the quality of service has a significant effect on purchasing decisions at the Karanganyar Sharing Coffee Shop.
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