Pengaruh Kualitas Pelayanan,Lokasi dan Fasilitas Terhadap Keputusan Pembelian (Kedai Kopi Berdikari Tambun Selatan)

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ABSTRACT

Novi Tya Warman
The Influence of Service Quality, Location and Facilities on Purchase Decisions at Independent Coffee Shops
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Keywords: Quality of Service, Location, Facilities and Purchase Decision.

The purpose of the following research is to determine the effect of service quality, location and facilities on purchasing decisions at the independent coffee shop. The research method used is descriptive quantitative. The sample used in the study was 100 respondents of Kopi Berdikari consumers who had visited and purchased the product at least 2 times, in this study using multiple linear regression analysis with SPSS version 26.0 program.
The research shows that the regression coefficient (?1) of the service quality variable is 0.203, (?2) the location variable is 0.234 and (?3) the facility variable is 0.289. The results of this study indicate that service quality has a positive and significant effect on purchasing decisions, with the results of t-count of 2.996 greater than t-table of 1.660 with a significance level of 0.003 less than 0.05. The location variable has a positive and significant effect on purchasing decisions, with the results of t count of 3.204 greater than t table of 1.660 with a significance level of 0.002 less than 0.05. The facility variable has a significant and significant effect on purchasing decisions with a t count of 4.399 which is greater than t table of 1.660 with a significance level of 0.000 less than 0.05. There is a simultaneous significant effect between the independent variables, namely service quality, location and facilities on the dependent variable, namely purchasing decisions at independent coffee shops with F count of 45.508 > F table (? = 0.05 df = 3 df2 = 96) 2.70 and a significance value of 0.000 less than 0.05. The results of the coefficient of determination indicate that there is a relationship between the independent variable and the dependent variable with the coefficient interpretation is 0.766 and the R square value is 0.587.
References : 21 (2008 – 2022)

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