DOI of the published article https://doi.org/10.31539/costing.v7i4.10967
The Role of Price, Service Quality and Location on Consumer Purchasing Decisions in Belikopi Sidoarjo
Peran Harga, Kualitas Pelayanan dan Lokasi Terhadap Keputusan Pembelian Konsumen di Belikopi Sidoarjo
DOI:
https://doi.org/10.21070/ups.5814Keywords:
Price, Service Quality, LocationAbstract
Belikopi is a local brand Indonesia that sells various drinks, including coffee and non-coffee drinks. This research uses a quantitative approach method which uses research data in the form of numbers and is analyzed using statistics and uses the variables price (X1), service quality (X2) , and location (X3), while the dependent variable is the purchasing decision (Y). The population in this study is an unknown number of consumers who have purchased Belikopi products. The sampling technique used is a non-probability sampling technique of the type Purposive Sampling. Prices have a significant influence on consumer purchasing decisions in purchasing Belikopi products at the Sidoarjo branch. Service quality has a significant influence on consumer purchasing decisions when purchasing Belikopi products. that location as measured through indicators of flexibility, competitive positioning, demand management and strategic focus has a significant influence on consumer purchasing decisions in purchasing Belikopi products at the Sidoarjo branch.
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