<![CDATA[The purpose of this study is to determine the influence on the purchase decision of Japricoffee in Ciputat, South Tangerang City, both partially and simultaneously. This research method uses a quantitative research method with an associative approach. The sample used in this study is a random sample, which uses a part of the population of 98 respondents as a sample. The data collection technique uses a questionnaire. Data analysis uses validity test, reality test, classical assumption test, regression analysis, correlation coefficient analysis, determination coefficient analysis, and hypothesis test. Based on the results of SPSS data processing, there is an influence between price and purchase decisions, the regression equation value Y = 24.444 + 0.650X1 is obtained, meaning it has a positive effect, the Hypothesis Test obtained a tcount value > the table or (5.828 > 1.664). Thus, H0 was rejected and H1 was accepted, which shows that there is a partially significant influence between price and purchase decisions at Japricoffee Ciputat. While the promotion of the purchase decision was obtained with the value of the regression equation Y = 25.148 + 0.629X2, meaning that it had a positive effect, the Hypothesis Test was obtained by tcalculating > ttable or (6.264> 1.664). Thus, H0 was rejected and H2 was accepted, which shows that there is a partially significant influence between promotion and purchase decisions at Japricoffee Ciputat. Then, the influence of price and promotion on purchase decisions obtained the value of the regression equation Y = 16.549 + 0.399X1 + 0.435X2 meaning that it has a positive effect, The f test obtained the value of fcal > ftable or (26.826 > 3.09). Thus, H0 is rejected and H3 is accepted, which shows that there is a positive and significant influence simultaneously between price and promotion on purchase decisions at Japricoffee. Abstrak Tujuan penelitian ini untuk mengetahui pengaruh terhadap keputusan pembelian pada Japricoffee di Ciputat Kota Tangerang Selatan baik secara parsial maupun simultan. Metode penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan asosiatif. Sampel yang digunakan dalam penelitian ini adalah sampel acak yakni menggunakan sebagian dari populasi yang berjumlah 98 responden sebagai sampel. Teknik pengumpulan data menggunakan kusioner. Analisis data menggunakan uji validitas, uji realibilitas, uji asumsi klasik, analisis regresi, analisis koefisien korelasi, analisis koefisien determinasi, dan uji hipotesis. Berdasarkan hasil olah data SPSS terdapat pengaruh antara harga terhadap keputusan pembelian diperoleh nilai persamaan regresi Y = 24,444 + 0,650X1 artinya berpengaruh positif, Uji hipotesis diperoleh nilai thitung > ttabel atau (5,828 > 1,664). Dengan demikian H0 ditolak H1 diterima, hal ini menunjukkan bahwa terdapat pengaruh yang signifikan secara parsial antara harga terhadap keputusan pembelian pada Japricoffee Ciputat. Sedangkan promosi terhadap keputusan pembelian diperoleh nilai persamaan regresi Y = 25,148 + 0,629X2 artinya berpengaruh positif, Uji Hipotesis diperoleh nilat thitung > ttabel atau (6,264> 1,664). Dengan demikian maka H0 ditolak dan H2 diterima, hal ini menunjukan bahwa terdapat pengaruh yang signifikan secara parsial antara promosi terhadap keputusan pembelian pada Japricoffee Ciputat. Kemudian, pengaruh harga dan promosi terhadap keputusan pembelian diperoleh nilai persamaan regresi Y = 16,549+ 0,399X1 + 0,435X2 artinya berpengaruh positif, Uji f diperoleh nilai fhitung > ftabel atau (26,826 > 3,09). Dengan demikian maka H0 ditolak dan H3 diterima, hal ini menunjukan bahwa terdapat pengaruh yang positif dan signifikan secara simultan antara harga dan promosi terhadap keputusan pembelian pada Japricoffee. Kata Kunci: harga; promosi; keputusan pembelian]]>
