The Effect of Service Quality and Price on Purchase Decisions in Woodpecker Coffee in South Jakarta

Authors

  • Khaerul Syobar*, Aan Hardiyan2 , Oom Yomi Romlah , Maulana Yusup , Denok Sunarsi

Abstract

This study aims to determine the effect of service quality and price on
purchasing decisions at Woodpecker Coffee in South Jakarta. The method used is
explanatory research with analytical techniques using statistical analysis with
regression testing, correlation, determination and hypothesis testing. The results
of this study the quality of service significantly influence the purchase decision of
38.2%, the hypothesis test obtained t count> t table or (7.629> 1.986). Price
significantly influences the purchase decision of 40.1%, the hypothesis test is
obtained t count> t table or (7.929> 1.986). Quality of service and price
simultaneously have a significant effect on purchasing decisions of 49.7%, the
hypothesis test is obtained F count> F table or (45.903> 2,700).

Published

2020-06-30

Issue

Section

Articles