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All Journal JURNAL LENTERA BISNIS
Rifqi Kharisma Ramadhan
Universitas Muhammadiyah Lamongan
Economics, Econometrics & Finance Social Sciences

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KEPUTUSAN PEMBELIAN BERDASARKAN KUALITAS PELAYANAN, HARGA DAN ATMOSFER CAFE: PENGUJIAN EMPIRIS PADA MAKTUN KOPI LAMONGAN Rizky Wahyudha Rosiawan; Adi Lukman Hakim; Rifqi Kharisma Ramadhan
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1620

Abstract

This study aims to determine the effect of service quality, price and cafe atmosphere on purchasing decisions (case study on Maktun Kopi in Lamongan city). This study uses a quantitative method with a sample of 100 respondents with the help of IBM SPSS 26 data processing. The results of this study indicate that partially the service quality variable has a positive and significant effect on purchasing decisions with a t-value of 2.952 which is greater than the t table of 1.660, partially the price variable has a positive and significant effect on purchasing decisions with a t-value of 3.942 which is greater than the t table of 1.660, partially the Cafe atmosphere variable has a positive and significant effect on purchasing decisions with a t-value of 4.606 which is greater than the t table of 1.660, simultaneously the influence of service quality, price and Cafe Atmosphere have a positive and significant effect on purchasing decisions (case study on Maktun Kopi in Lamongan city) with an F count of 34.955 more than F table 2.699
Co-Authors Adi Lukman Hakim Rizky Wahyudha Rosiawan