Pengaruh Harga, Kualitas Produk, Desain Ruangan Dan Lokasi Terhadap Keputusan Pembelian Produk Kopi Pada Kafe Kopi Serius Surakarta

Purnama, Andyka Ary and -, Dra. Mabruroh, M.M., (2020) Pengaruh Harga, Kualitas Produk, Desain Ruangan Dan Lokasi Terhadap Keputusan Pembelian Produk Kopi Pada Kafe Kopi Serius Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research is aimed to analyze the effects of price, product’s quality, room design and location towards a decision of coffee product’s purchase in Kopi Serius Cafe Surakarta. The sample uses in this research is the consumers who are happens to be there in the number of 100 respondents. The testing of hypothesis in this research is done using the statistics analytical tool namely SPSS program includes: validity test, reliability test, classic assumption test, double linier regression, F test, coefficient determination (adjusted R2) and t test. The result of the research partially shows that: (1) price significantly affects the purchase decision, (2) product’s quality significantly affects the purchase decision, (3) room design significantly affect the purchase decision and (4)location significantly affects the purchase decision. The result of coefficient determination’s test (adjusted R2) shows that price, product’s quality, room design and location are able to explain the variability of purchase decision.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	price, product’s quality, room design, location, purchase decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANDYKA ARY PURNAMA
Date Deposited:	19 Jun 2020 02:49
Last Modified:	19 Jun 2020 02:49
URI:	http://eprints.ums.ac.id/id/eprint/82955

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