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All Journal Bussman Journal : Indonesian Journal of Business and Management
Siti Nur Qomariyah
Universitas KH. Abdul Wahab Hasbulloh
Economics, Econometrics & Finance

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PENGARUH PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN KOPI DI KABUPATEN JOMBANG : Studi Kasus: Cafe Sunny Siti Nafisatul Azizatul Qumairoh; Siti Nur Qomariyah
Bussman Journal : Indonesian Journal of Business and Management Vol. 3 No. 2 (2023): Bussman Journal | Mei - Agustus 2023
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v3i2.149

Abstract

This research was conducted with the aim to determine the effects of product and price on consumer loyalty through coffee purchasing decisions carried out at the Sunny Jombang café. Product and prices have an important role in the process of creating consumer loyalty because products are things that are traded, while prices are things that act as a medium of exchange to get the desired product. In order to create consumer loyalty, consumer must go through the purchasing decision proses for product, in this study the metho iused was quantitative research method with a total sample taken of 96 respondent and questionnaires distributed using the probability sampling method of simple random sampling. From the research that has been done, the results are as follows: 1) product have has an effect on purchasing decisions 2) prices have effect on purchasing decisionsi 3) product have no effect on consumer loyalty 4) prices have an effect on consumer loyalty 5) purchase decisions have had an effect on consumer loyalty 6) product influence consumer loyalty through the purchasing decision of Sunny Jombang café consumer 7) prices affect consumer loyalty through the purchasing decision of the Sunny Jombang café consumer
ANALISIS JALUR PENGARUH PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN MELALUI KEPUTUSAN PEMBELIAN KOPI DI KABUPATEN JOMBANG: Studi Kasus : Coffee Shop Convo Fifin Nur Hidayati; Siti Nur Qomariyah
Bussman Journal : Indonesian Journal of Business and Management Vol. 3 No. 2 (2023): Bussman Journal | Mei - Agustus 2023
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v3i2.150

Abstract

This study aims to determine the path analysis of the effect of product and price on consumer loyalty through coffee purchasing decisions at research locations, to determine the direct effect of product and price on purchasing decisions at Coffee Shop Convo. The method used in this study is a quantitative research method, and samples taken in this study were 96 respondents using the method of distributing questionnaires using Simple random sampling. The results of the study show that: (1) Products have a significant effect on purchasing decisions. (2) Price has a significant effect on purchasing decisions. (3) Products have a significant effect on consumer loyalty. (4) Price has no significant effect on consumer loyalty. (5) Purchase decisions have a significant effect on consumer loyalty. (6) Products do not affect consumer loyalty through purchasing decisions (7) Prices affect consumer loyalty through purchasing decisions
Co-Authors Fifin Nur Hidayati Siti Nafisatul Azizatul Qumairoh