The Influence of Product Quality, Price and Promotion on Buying Decisions at Coffee Shops

Abstrak

This study aims to analyze the influence of product quality, price, and promotion on consumers' purchasing decisions in coffee shops. The method used was an online survey with a sample of 80 participants, consisting of men and women with varying age ranges. The results of regression analysis showed that product quality had a significant and strong influence on purchasing decisions (coefficient 0.623, p-value 0.000). Price also has a significant positive influence even though it is smaller than product quality (coefficient 0.284, p-value 0.017). However, the promotion did not show a significant impact on the purchase decision (coefficient 0.127, p-value 0.224). These findings indicate that coffee shops should focus on improving product quality and setting the right prices to improve consumers' purchasing decisions, while promotional strategies need to be re-evaluated for their effectiveness.