The Influence of Product Quality, Price Perception, and Promotion on coffee Product Purchase Decisions at Fore Coffee
Pengaruh Kualitas Produk, Presepsi Harga, dan Promosi Terhadap Keputusan Pembelian Produk Kopi di Fore Coffee
DOI:
https://doi.org/10.21070/ups.11499Keywords:
product quality, price perception, promotion, purchasing decisions, Fore CoffeeAbstract
This study aims to analyze the influence of product quality, price perception, and promotion on purchasing decisions for coffee products at Fore Coffee. The study used a quantitative approach with a sample of 96 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using SPSS version 27 with multiple linear regression analysis. The results showed that product quality and price perception had a positive significant effect on purchasing decisions, with a significance value of 0.001 (<0.05) each. Meanwhile, promotion had no significant effect on purchasing decisions, with a significance value of 0.208 (>0.05). The coefficient of determination (R²) of 0.531 indicates that purchasing decisions can be explained by 53.1% of product quality, price perception, and promotion, with the remainder influenced by other factors outside the study. The results indicate that product quality and price perception are the main factors influencing Fore Coffee consumers' purchasing decisions.
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