PERAN PENETAPAN HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI KOPI 66 SELOPANGGUNG KEDIRI
Keywords:
HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN, KEPUTUSAN PEMBELIANAbstract
This research aims to analyze the influence of price, product quality, and service quality on purchasing decisions
at Kedai Kopi 66 Selopanggung Kediri. This research uses quantitative methods with explanatory research. The
respondents in this study were 40 people, and the sampling used a non-probability sampling method. The data
analysis method in this research uses validity testing, reliability testing, and hypothesis testing. Based on the
research results, several conclusions can be drawn: 1) Price partially has a significant effect on purchasing
decisions at Kedai Kopi 66 Selopanggung Kediri. 2) Product quality partially influences purchasing decisions at
Kedai Kopi 66 Selopanggung Kediri. 3) Service quality partially significantly affects purchasing decisions at Kedai
Kopi 66 Selopanggung Kediri. 4) Price, product quality, and service quality simultaneously significantly influence
purchasing decisions at Kedai Kopi 66 Selopanggung Kediri.
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