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All Journal Jurnal Pendidikan dan Kewirausahaan VALUE: Jurnal Ilmiah Akuntansi, Keuangan dan Bisnis International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Ilmiah Multidisiplin Indonesia Mount Hope Global Economic Journal Pusat Publikasi Ilmu Manajemen Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Smart Goals : Jurnal Bisnis Digital dan Manajemen
Mella Yunita
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Physics Social Sciences Other

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Analysis of Factors Determining Customer Decisions Towards Purchasing Medan Cold N Brew Coffee Using Binary Logistic Regression Eleonora, Eleonora; Jeslin Aurensia; Rosinta Romauli Situmeang; Mella Yunita
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 4 No. 11 (2025): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID) , 2025
Publisher : Sean Institute

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Abstract

This study aims to analyze the factors that influence customer purchasing decisions for Cold N Brew coffee products in Medan City. The independent variables studied include consumer behavior, price, and product quality. The method used in this study is a quantitative method with a binary logistic regression approach, where the dependent variable is binary (purchase or not purchase). Data were collected through distributing questionnaires to 50 respondents who are Cold N Brew customers. The results of the study indicate that partially and simultaneously, the three independent variables have a significant effect on purchasing decisions. The significance value of each variable, namely consumer behavior (0.002), price (0.001), and product quality (0.002), with a Nagelkerke R Square value of 0.437. This indicates that the model built can explain 43.7% of the variability in purchasing decisions, while the rest is influenced by other variables outside the model. Based on these results, Cold N Brew management is advised to continue improving product quality, adjusting pricing strategies, and building closeness with customers to strengthen loyalty and increase purchasing decisions.
Co-Authors Ahmad Yudhira Amirudin Amirudin Amirudin Annisa Amalia Apriani Hot Dame Marito Sitompul AYU NINGSIH Desy Tampubolon Dian Sari Pindawati Egi Mileniko pelawi Eleonora, Eleonora Evalinapkapahan Evalinapkapahan Ika Maya Sari Nainggolan Jeslin Aurensia Khamo Waruwu Kristi Endah Ndilosa Ginting M. Yamani Rosinta Romauli Situmeang Vikra Seifahlepi Winna Triwahyuni Tanjung Yunita Delfin Sihombing Yushan Radika Devi