HUBUNGAN KUALITAS PRODUK, KUALITAS PELAYANAN, DAN LOKASI DENGAN KEPUTUSAN PEMBELIAN PRODUK DI ETHAN COFFEE AND SPACE

Eva Novi Triana (NIVERSITAS SLAMET RIYADI SURAKARTA)
Miracle Triswardani Putri (Universitas Slamet Riyadi Surakarta)
Lintang Kusuma Ramdhani (Universitas Slamet Riyadi Surakarta)
Pakidah Umi Nurhidayah (Universitas Slamet Riyadi Surakarta)
Marjam Desma Rahadhini (Universitas Slamet Riyadi Surakarta)

Jurnal EK dan BI
Vol 7 No 1 (2024)

Abstract This study seeks to establish the correlation between product quality, service quality, and location with the purchase behavior of customers at Ethan Coffee and Space. The research utilizes a quantitative questionnaire as the data gathering strategy. The participants were chosen through random sampling, with a sample size of 56 individuals who are patrons of Ethan Coffee and Space. The employed data analysis technique is Spearman Rank Correlation analysis. The research findings indicate that there is a notable and favorable correlation between product quality and purchase decisions, with a high degree of association. The quality of service exhibits a substantial and favorable correlation, demonstrating a high level of association with purchasing decisions. The location exhibits a substantial and favorable correlation, and demonstrates a modest degree of association with purchasing decisions.