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All Journal Jurnal Ilmu Manajemen Advantage
Kurniawan Yunus
STIE Widya Gama Lumajang
Economics, Econometrics & Finance

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Strategi Pengambilan Keputusan Kedai Kopi Nawangsih Nawangsih; Kurniawan Yunus; Khoirul Ifa
Jurnal Ilmu Manajemen Advantage Vol. 3 No. 2 (2019): Desember
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v3i2.474

Abstract

This study purpose to determine the influency of product quality, price, promotion and quality of service of partially and simultaneously on the consumer decision making process in choosing a coffee shop in Lumajang Regency. This research type is descriptive with a causal associative approach. This research using 100 respondents. The sampling technique used is Simple Random Sampling. Hypothesis testing using multiple linear regression analysis for hypotheses through the SPSS 21 for windows program. Results of the study showed that product quality, promotion and service quality there is a significant positive influency for partially on the decision making process of consumers in choosing a coffee shop in Lumajang Regency. The price of a positive influence is not significant to the consumer's decision making process in choosing a coffee shop in Lumajang Regency. Simultaneously product quality, price, promotion and service quality have a significant positive effect on the decision making process of consumers in choosing a coffee shop in Lumajang Regency. The variables studied affected 54.1% of the consumer decision making process in choosing a coffee shop in Lumajang Regency and the rest was influenced by another variables.
Co-Authors Khoirul Ifa Nawangsih Nawangsih