Pengaruh Harga, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian (Studi pada Cafe Ruang Sarca)

Abstract

One of the business actors in the culinary industry is a cafe that is growing in the city of Medan, namely Ruang Sarca. So far, Ruang Sarca has a strong brand image, namely through building an image of affordable prices, product quality, and qualified service quality. However, there are problems related to the decline in sales results caused by the decline in consumer purchasing power or the level of consumer purchasing decisions at the Ruang Sarca cafe which continues to decline. This study aims to determine the effect of price, product quality, and service quality on purchasing decisions at Ruang Sarca Cafe. The influence between price, product quality, and service quality will be analyzed partially and simultaneously on purchasing decisions. This form of research is quantitative research with an associative approach. The population in this study were consumers at the Ruang Sarca cafe. The sampling technique used is non-probability sampling with purposive sampling with a sample size of 96 respondents. Data collection techniques were carried out with primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analysis techniques used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test, simultaneous test, and determination coefficient test which are processed through SPSS software. The results of this study indicate that the variables of price, product quality, and service quality have a positive and significant effect both partially and simultaneously on purchasing decisions. The correlation coefficient (R) value is 0.951, which means that there is a relationship between the variables Price (X1), Product Quality (X2), and Service Quality (X3) on Purchasing Decisions (Y) of 95.1% so that the relationship between these variables can be categorized as very close. Meanwhile, the Adjusted R Square value of 0.902, or the coefficient of determination shows that the variables Price (X1), Product Quality (X2), and Service Quality (X3) on Purchasing Decisions (Y) are 90.2%, while the remaining 9.8% is influenced by other factors outside this research model.