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All Journal Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif
Rahmawati, Dr. Bayu Kurniawan S.kom.,M.M
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Faktor-Faktor Keputusan Pembelian Kopi Mendhut di Kecamatan Gubug Rahmawati, Sofiana Tri; Rahmawati, Dr. Bayu Kurniawan S.kom.,M.M; Rahmawati, Ira Setiawati S.E.M.S.i
Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif Vol. 4 No. 1 (2025): Jurnal Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif
Publisher : Fakultas Ekonomi dan Bisnis Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/jibeka.v4i1.1223

Abstract

This study aims to determine and analyze the effect of product quality, pricing, promotion and service quality on purchasing decisions for Mendhut Coffee in Gubug District. The population in this study were Mendhut Coffee consumers with a sample of 96 respondents. The sampling technique used is probability sampling technique with proportional random sampling method. In collecting data, this study used a Likert scale with 5 assessment criteria for 40 questions. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that the product quality variable has a significant negative effect on the purchase decision of Mendhut Coffee. The pricing variable has a significant positive effect on the purchase decision of Mendhut Coffee. Promotion variables have a significant positive effect on the purchase decision of Mendhut Coffee. The service quality variable has a significant positive effect on the purchase decision of Mendhut Coffee. The variables of product quality, pricing, promotion, and service quality influence the purchase decision of Mendhut Coffee.
Analisis Faktor-Faktor Keputusan Pembelian Kopi Mendhut di Kecamatan Gubug Rahmawati, Sofiana Tri; Rahmawati, Dr. Bayu Kurniawan S.kom.,M.M; Rahmawati, Ira Setiawati S.E.M.S.i
Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif Vol. 4 No. 1 (2025): Jurnal Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/jibeka.v4i1.1223

Abstract

This study aims to determine and analyze the effect of product quality, pricing, promotion and service quality on purchasing decisions for Mendhut Coffee in Gubug District. The population in this study were Mendhut Coffee consumers with a sample of 96 respondents. The sampling technique used is probability sampling technique with proportional random sampling method. In collecting data, this study used a Likert scale with 5 assessment criteria for 40 questions. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that the product quality variable has a significant negative effect on the purchase decision of Mendhut Coffee. The pricing variable has a significant positive effect on the purchase decision of Mendhut Coffee. Promotion variables have a significant positive effect on the purchase decision of Mendhut Coffee. The service quality variable has a significant positive effect on the purchase decision of Mendhut Coffee. The variables of product quality, pricing, promotion, and service quality influence the purchase decision of Mendhut Coffee.
Co-Authors Rahmawati, Ira Setiawati S.E.M.S.i Rahmawati, Sofiana Tri