Pengaruh Harga dan Suasana Cafe serta Kualitas Produk terhadap Keputusan Pembelian pada Vlorry Cafe Samarinda

Abstract

The purpose of this study was to determine the effect of Price, Cafe Atmosphere and Product Quality on Purchase Decisions for Vlorry Cafe. There are three independent variables in this study, namely Price (X1), Atmosphere (X2), Product Quality (X3) and one dependent variable, namely Purchase Decision (Y). The number of samples is 100 consumer respondents of Vlorry Cafe and data analysis using SPSS version 25 software. The tests carried out in this study were validity test, reliability test, regression equation test, correlation coefficient test (r), coefficient of determination test (R2), normality test, multicollinearity test, heteroscedasticity test, t test (partial), f test (simultaneous). ) and dominant test. The results in this study are that the price variable partially has a positive and significant effect, the atmosphere variable partially has a positive and significant effect, and the product quality variable partially has a positive and significant effect on purchasing decisions at Vlorry Cafe Samarinda. The results of the simultaneous test (F) show that the price, atmosphere and product quality simultaneously have a positive and significant effect on purchasing decisions at Vlorry Cafe Samarinda. It is recommended that the owner of the Vlorry Cafe can make some additional improvements in the lighting and background color to make it brighter and more comfortable in the eyes of consumers or cafe visitors. Because there are shortcomings from the vlorry cafe, namely the lack of lighting and the background color is not appropriate, this is evidenced from 100 respondents 3 states strongly disagree, 39 states disagreed and 15 states disagreed on the lighting and background color at Vlorry Cafe.