PENGARUH HARGA, PELAYANAN, DAN PEMILIHAN TEMPAT TERHADAP KEPUTUSAN PEMBELIAN MINUMAN KOPI DI SARANG KOPI PONOROGO

This study aims to determine the effect of price, service, place selection on the decision to purchase coffee drinks at Sarang Kopi Ponorogo. The sample in this research is 100 respondents. The testing stages used include instrument testing, coefficient of determination test and hypothesis testing. The analysis used in this study is multiple linear regression analysis.
The results of this study indicate that: (1) Price has a positive and significant effect on purchasing decisions, as evidenced by the t-count value of 2.576 > 1.984 t table. while the significant value is 0.012 <0.05. (2) Service has a positive and significant effect on purchasing decisions, as evidenced by the t-count value of 2.047 > 1.984 t table, while the significant value is 0.043 <0.05. (3) The choice of place has a positive and significant effect on purchasing decisions, as evidenced by the t-count value of 4.214 > 1.984, while the significant value is 0.000 <0.05. (4) Price, service, and place selection simultaneously have a positive and significant effect on purchasing decisions as evidenced by the calculated F value of 33.030 > F table 2.70 and the significant value obtained is 0.000 <0.05.