The Affection Of Service Quality And Price On Consumer’s Purchase Decision (Case Study On Cafe Kopi Raja Ciampea Bogor)

Abstract

This study aims to identify and analyze case studiy of service quality and price against consumer’s purchase decisions at Kopi Raja Ciampea Bogor Cafe. This case studiy is using the Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficients and Hypothesis. Also, using quantitative analysis methods by primary data obtained from questionnaires. The population came from all visitors at Kopi Raja Cafe with a sample of 100 people. The data processing in this study is requiring the SPSS 25 software program. The research result 1) Quality of Service has a Positive and Significant Effect on consumer Purchase Decisions. This is evidenced by the t-count value of 2,889 > t-table 1,660 with a significance value lower than 0,05 (0.005 < 0.05). 2) Prices Have a Positive and Significant Effect on Consumer Purchase Decisions. This is evidenced by the t-count value of 10,926 > t-table 1,660 with a significance value lower than 0,05 (0.000 < 0.05). 3) There is a partial impact on the Quality of Service and Price influenced against Consumer Purchase Decisions. This is evidenced by the F count value was 154,356 > F table 3.09 and the sig value of 0.000 < 0.05. Therefor, it can be concluded the quality of service and price had an effect on the purchasing decision of Café Kopi Raja consumers (Case Study On Cafe Kopi Raja Ciampea Bogor).