Keywords
Price
Location
Purchasing Decision
How to Cite
Abstract
Research aim : The purpose of this study is to determine and analyze the effect of service quality, price, and location on purchasing decisions at café fameliza Baron Nganjuk.
Design / Method / Approach : This study uses a quantitative approach method with a type of causality. The population in this study is all consumers of café fameliza Baron Nganjuk whose number is infinite or uncounted. The sample used in the study was 40 respondents taken using accidental sampling technique . Data collection techniques using questionnaires. Data analysis of this study used multiple linear regression method.
Research Finding: The results showed that the quality of service, price and location had a significant effect on purchasing decisions at café fameliza Baron Nganjuk.
Theoretical contribution/originality: lies in a deep understanding of how service quality, price, and location together influence a consumer's purchasing decision-making process. This research explores the complex dynamics between these three factors and how the interactions between them can shape consumer preferences as well as influence purchasing behavior
Practitionel/Policy implication: This study provides practical implications for Café Fameliza Baron Nganjuk in improving purchasing decisions
Research limitation: The limitation of this study is that it spends too much time in sampling because it has entered the rainy season.
References
Primary AJ, Rachman ME. “Marketing mix analysis of DR. Koffie's café sales target. J EMT US 2023; 7:1258–65. https://doi.org/https://doi.org/10.35870/emt.v7i4.1640.
Michael, Rahman A. Cafe and Lifestyle: A Study on Cafe Visitors in the Barombong Area of Makassar City. J Madani Multidisciplinary 2022; 2:3796–806. https://doi.org/https://doi.org/10.55927/mudima.v2i10.1548.
Kotler P, Armstrong G. Marketing Principles. 13 ed. Jakarta: Erlangga; 2016.
Kotler P, Kevin Lane K. Marketing Management 12th edition, Volumes 1 &; 2. Jakarta: PT. Index; 2016.
Paputungan T, Tamengkel LF, Walangitan OFC. The Effect of Service Quality on Customer Satisfaction of PT JNE Kotamobagu. Productivity 2021; 2:397–402.
Tjiptono Fandy dan Gregorius Chandra. Service, Quality & Satisfaction. E. Qualified of Edisi: Andi Offset; 2016.
Firdayanti A, Putri DA, Risuandi D, Ramadhini RN. Literature review of purchase decisions through purchase interest: promotions and endorsements. J Educator and Social Sciences Management 2022; 3:191–200. https://doi.org/https://doi.org/10.38035/jmpis.v3i1.865.
Ariyanti WP, Hermawan H, Izzuddin A. The Effect of Price and Location on Customer Satisfaction. Public J Management of Human Resources, Adm and Public Services 2022; 9:85–94. https://doi.org/https://doi.org/10.37606/publik.v9i1.257.
Tjiptono Fandy. Service Marketing Principles, Application and Research. Yogyakarta: Andi Offset; 2014.
Lianardi W, Chandra S. Analysis Of Service Quality, Product Completeness, And Price On Purchasing Decisions At Juni Minimarket Pekanbaru. Kurs J Akuntansi, Kewirausahaan dan Bisnis 2019; 45:45–58.
Rahayu S. The Influence of Price, Trust and Product Quality on the Purchasing Decisions of Tokopedia E-Commerce Users. J Manag Business, Account 2021; 20:40–50. https://doi.org/10.33557/mbia.v20i1.1271.
Suharlina S. The influence of service quality, price and location on consumer purchasing decisions in restaurants. J Ilm Science Management 2023; 2:113–25.
Ilham Prasetyo A, Hadi Santoso B. The influence of service quality, price, and location on café purchasing decisions when brewing. J. Science and Ris. Manaj., vol. 12, 2023.
Firdiansyah D, Prawoto E. Analysis of the influence of service quality, price, location and product variation on purchasing decisions (Study at Danareal Wonosobo Department Store, Central Java). J Econ Bus Eng 2021; 2:314–20. https://doi.org/https://doi.org/10.32500/jebe.v2i2.1747.
Sugiyono. Quantitative, Qualitative and R&D Research Methods of Alfabeta; 2013.
Ghozali I. Application of Multivariate Analysis with IBM SPSS 23 Program. 8 eds. Semarang: Diponegoro University; 2016.
Sumantri BA, Suliyanto, Darmawati D. the Competitive Strategy of the Village Unit Cooperative: Capability and Innovation Performance Towards Competitive Advantage. Corp Bus Strateg Rev 2023; 4:206–17. https://doi.org/10.22495/cbsrv4i4siart1”.