Analisis Faktor yang Mempengaruhi Keputusan Pembelian Kopi di Kedai Kopi Pematangsiantar (Kasus : Kedai Kopi Kok Tong dan Inhaven Coffee)

Abstract

This study aims to describe the characteristics of consumers who buy coffee at Pematangsiantar Coffee Shop. This study also aims to analyze the influence of product quality factors, price, location and service quality on coffee purchase decisions in Pematangsiantar coffee shops. The analysis methods used in this study are quantitative data analysis methods and multiple linear regression tests. The result of this study is that the characteristics of consumers who buy coffee at Pematangsiantar coffee shops are known to be in the age range of 25-54 where the dominant gender is male with the majority working as entrepreneurs with an income level of around > Rp 5,000,000/month and the last education D3/S1/S2. Product quality factors do not have a significant effect on purchasing decisions. The price factor has a significant effect on the purchase decision. Location factors have a significant effect on purchase decisions. The service quality factor does not have a significant effect on the purchase decision.