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All Journal Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SEIKO : Journal of Management & Business Journal of Secretary and Business Administration YUME : Journal of Management Udayana Journal of Social Sciences and Humanities (UJoSSH) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Charity : Jurnal Pengabdian Masyarakat Jurnal Ekonomi Prosiding Konferensi Nasional PKM-CSR ProBisnis : Jurnal Manajemen Golden Ratio of Data in Summary eProceedings of Management Mutiara: Multidiciplinary Scientifict Journal Journal of Advances in Accounting, Economics, and Management Neraca Manajemen, Akuntansi, dan Ekonomi RESLAJ: Religion Education Social Laa Roiba Journal KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis Journal of Communication, Business and Social Science (JCOBS) Jurnal Sekretaris & Administrasi Bisnis IJEMA
Nuslih Jamiat
Universitas Telkom
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Price Effect and Physical Evidence on Purchase Decision at Rooftop Coffee Bandung Alfiyatur Rahmah; Nuslih Jamiat
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6147

Abstract

The rapid development of business in the culinary field which results in changes in consumer behavior, business people who are engaged in the same field must be able to implement strategies that can maintain and develop their business. One of the fast-growing culinary businesses today is a café. One of the cafes that can be considered quite famous in Bandung is Rooftop Coffee. In order for its business to remain competitive, Rooftop Coffee must develop a marketing strategy that can attract potential customers and retain old customers, but in the past year Rooftop Coffee is experiencing an increase and decrease in sales. significant. This shows that there is a decrease in consumer purchasing decisions on Rooftop Coffee. However, the service marketing strategy that has been carried out by Rooftop Coffee is considered to be less effective, this is shown by the presence of several negative reviews and complaints through the digital platform regarding Rooftop Coffee, especially on the dimensions of price and physical evidence. This research was conducted to determine the effect of Price and Physical Evidence on Purchase Decisions at Rooftop Coffee Bandung. This study uses quantitative methods of descriptive research with multiple linear regression analysis techniques. The sampling technique used was non-probability sampling, the type of accidental sampling with the number of samples used by as many as 100 respondents who were Rooftop Coffee consumers who had visited and purchased Rooftop Coffee products. This test was carried out using the help of SPSS 26. Based on the results of descriptive analysis in this study, the price variable was included in the good category with an average percentage of 75.68%, while the Physical Evidence as a whole had an average percentage of 77.63% and the overall Purchase Decision variable. overall has an average percentage of 52.28%. The results of this study are the influence of Price and Physical Evidence on Purchase Decisions on Rooftop Coffee with a t-test result of tcount Price (X1) 2.711 > table 1.987 and for Physical Evidence (X2) 6.732 > table 1.987 and by using the f test it can be seen that the price and physical evidence simultaneously affect the purchase decision. by 66% while 34% is influenced by other factors that can influence purchasing decisions, one of which is other factors that are not examined such as location, people, promotions, products and processes.
Co-Authors Abdur Rahmanesa, Abdur Agus Maolana Hidayat Al Ghifari, Azkal Raka Bintang Alfiyatur Rahmah Alghifari, Muhammad Alif Alghiffarri, Zahran Adlha Alif, Muhammad Rayhan Alzajira, Bella Amin, Muhammad Fahrul Andy Putra Hartanto Nugraha Ardhito, Muhammad Fernaldi Arif Kuswanto Ashari, Aprilia Suci Azzahra, Hasna Bachruddin Saleh Luturlean Brady Rikumahu Budi Rustandi Kartawinata Cahyadi Supyansuri Cantika, Maytama Rizki Dhea Marcella Dicky Hidayat Dinda Aulia Rasyid Dirgantara, Muhammad Rafi Fauzan Aziz Hanalivia, Belinda Ikrar, Andi Muyassar Imanuddin Hasbi Indradewa, Rhian Jasmine Cintya Dewi Kalista, Sabilla Karin Khevin Insan Hutahaean Mochamad Derifa Marsyana Muhammad Afdhal Dwi Astito Muhammad Revo Rajendra Razan Muhammad Taufiqurrahman, Muhammad Muhammad Vito Alentino Muhammad Yahya Arwiyah Muhammad Yusuf Athala Nadila, Tia Natalie Christina Rahayu Nia Fitria Nurhalisa Nur Sheha Gunawan, Ahmad Nurdin, Natashya Zahra Nydra Zafira Patrick Adolf Telnoni Praja, Dimas Wira Pramitha Aulia Prilly Amalia Putri Puteri, Alya Rachmatya Putu Nina Madiawati Rachmad Aditya Suparto Ramadhan, Dejan Satria Ramadhan, Muhammad Habibie Rani, Anissa Puspita Ranjana, Anandira Gusti Rantung, Zeta Aura Eugenia Rennyta Yusiana Retno Setyorini Riffa Naufal Musyaffa Riyan Bagus Daniswara Rizki, Aisha Dwi Rohmat Saragih Safitri, Debi Dwi Shandra Okta Lista Silitonga, Elsa Veronika Sukmadi Sukmadi Sutirto, Hilmy Radhifan Syarifuddin Syarifuddin Taftazani, Rio Zaki Tirtasasmita, Danendra Naufal Trianingsih, Komang Reni Wahyu Teri Aripin Yulia Ayuningtyas, Wanda Zeniva Reimelda