Influence of Product Quality, Price, and Promotion on Coffee Consumer Purchase Decissions Case Study: (Coffee Shop in Indonesia)

Abstract

The growth of coffee drinkers has an impact on increasing the number of coffee shops in Indonesia. These conditions lead to competition between coffee shops to attract consumer interest. Coffee shop strategies determine pricing policies, build good product quality, and attractive promotions for research. This study aims to determine the effect of product quality, price, and promotion on consumer purchasing decisions for coffee at a coffee shop in the city of Indonesia. This study uses a quantitative method with a cross-sectional survey model. The sampling technique used is probability sampling, with a population of 38,000 residents of Indonesia from the age of 17 to 35 years and a total sample of 100 respondents. The data analysis technique is used in SPSS software. This research concludes that product quality, price, and promotion have a simultaneous and significant effect on purchasing decisions.