PENGARUH KUALITAS PRODUK KOPI HIJAU DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG KOPI WARIS DI TULUNGAGUNG
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Institusion
Universitas Muhammadiyah Malang
Author
AFRIZAL, MUHAMMAD
Subject
H Social Sciences (General)
Datestamp
2016-03-07 05:50:48
Abstract :
The purpose of this study was to describe the variable quality of products which include performance, features, durability, perception of quality, service. Describing the location variables include access, visibility, parking, expansion, availability of products. Describing the purchase decision variables that include product options, the time of purchase. And to determine which variables were more influential on purchasing decisions. The analytical tool used test validity, test reliability, range scale, the classical assumption, multiple linear regression. The respondents of this study is the coffee shop customers Waris. The sampling technique was purposive sampling with a total sample of 100 respondents. The results of this study showed that the variable quality of products and locations including the high category. And purchase decision variables including the high category. Variable product quality has a greater influence on purchasing decisions or dominant in a coffee shop rather than a variable location Waris. Suggestions can be submitted at a coffee shop Waris is on quality or product quality control, it is to oversee the process of making powdered green coffee, especially in the process of grinding coffee. In terms of service, the owner is expected to pay more attention to the performance of clerks serving customers, where all the salesman who works in a coffee shop should be a maximum of Waris. In terms of location or place, should increase the availability of Waris coffee shop tables and chairs as well as a parking lot, this is in anticipation of increased consumer at the same time.
The purpose of this study was to describe the variable quality of products which include performance, features, durability, perception of quality, service. Describing the location variables include access, visibility, parking, expansion, availability of products. Describing the purchase decision variables that include product options, the time of purchase. And to determine which variables were more influential on purchasing decisions. The analytical tool used test validity, test reliability, range scale, the classical assumption, multiple linear regression. The respondents of this study is the coffee shop customers Waris. The sampling technique was purposive sampling with a total sample of 100 respondents. The results of this study showed that the variable quality of products and locations including the high category. And purchase decision variables including the high category. Variable product quality has a greater influence on purchasing decisions or dominant in a coffee shop rather than a variable location Waris. Suggestions can be submitted at a coffee shop Waris is on quality or product quality control, it is to oversee the process of making powdered green coffee, especially in the process of grinding coffee. In terms of service, the owner is expected to pay more attention to the performance of clerks serving customers, where all the salesman who works in a coffee shop should be a maximum of Waris. In terms of location or place, should increase the availability of Waris coffee shop tables and chairs as well as a parking lot, this is in anticipation of increased consumer at the same time.
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