PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI COFFEE TOFFEE DI KOTA SAMARINDA

Abstract

This study aims to determine and analyze the effect of Product Quality, Service Quality and Price on consumer Purchasing Decisions at coffee toffee shops in samarinda city, both partially and simultaneously.

The analysis tools used in this study consisted of test instruments consisting of validity and reliability tests, classical assumption test consisting of normality test, linearity test, multicollinearity test, heteroskedasticity test and autocorrelation test, multiple linear regression analysis consisting of regression equations, t test, f test and coefficient of determination analysis with SPSS v26 statistical program tools.

The results showed that : 1). Product Quality variables partially positive and significant effect on Purchasing Decisions at Coffee Toffee shop in Samarinda City. 2). Service Quality variables partially positive and significant effect on Purchasing Decisions at Coffee Toffee shop in Samarinda City. 3). Variable Price positive effect and not significant partially to the Purchase Decision at the Coffee Toffee shop in Samarinda City. 4).Variables of Product Quality, Service Quality and Price have a significant effect simultaneously or together on Purchasing Decisions at Coffee Toffee shops in Samarinda City.