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All Journal Neraca Keuangan : Jurnal Ilmiah Akuntansi dan Keuangan Jotika Journal in Management and Entrepreneurship IJTIMA': Jurnal Pengabdian Masyarakat Hawa : Jurnal Pemberdayaan Dan Pengabdian Masyarakat (HAWAJPPM)
Rimet
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Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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Journal : Jotika Journal in Management and Entrepreneurship

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THE IMPACT OF PEKANBARU COFFEE SHOP STRATEGY ON PURCHASE DECISIONS Ermansyah; Rimet; Mulia Sosiady
Jotika Journal In Management and Entrepreneurship Vol. 4 No. 1 (2024): Agustus
Publisher : Jotika English and Education Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56445/jme.v4i1.153

Abstract

Purchase Decision is the final decision of the consumer to buy or not a good or service by comparing many considerations. When making a purchase decision, there are often several choices between two or more alternatives. The purpose of this study is to analyze the impact of Electronic Word Of Mouth, Sevicescape, Price Percepcion on Purchase Decision on Coffee Shop in Pekanbaru. The population in this study is 100 people using purposive sampling method. Based on the results of this study, it shows that Electronic Word Of Mouth, Sevicescape, Price Percepcion have an influence on Purchase Decision both partially and simultaneously. The results of the Determination Coefficient (R2) showed that the magnitude of the influence of both free variables together on the bound variable was 54.7%, while the remaining 45.3% were other variables not studied in this study.
Co-Authors Afrinaldy Rustam, Afrinaldy Afrizal Arie Yusnelly Astuti devi Deswimar Ermansyah Fahrurozi Henni Indrayani Mahmuzar Mahyarni Meflinda Meri Sandora Mulia Sosiady Putra, Ilham Chnadra Reni Farwitawati, Reni Sitti Rahmah Suryadi, Nanda Virna Museliza Yeti, Febru Dekmi Zulhaida