Analisis Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian pada Ck Cafe Aek Kanopan

Abstract

CK Cafe This study aims to analyze the effect of service quality and price on purchasing decisions at CK Cafe Aek Kanopan. The research method employed is quantitative with an associative approach. The sample consisted of 128 respondents who were customers of CK Cafe Aek Kanopan, selected using a convenience sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The findings indicate that service quality has a positive and significant effect on purchasing decisions. Price also has a positive and significant effect on purchasing decisions. Simultaneously, service quality and price significantly influence consumer purchasing decisions. This study highlights the importance for CK Cafe’s management to improve service quality and apply appropriate pricing strategies to attract and retain customers.