Pengaruh Harga, Word of Mouth dan Lokasi terhadap Keputusan Pembelian pada Kedai Fresh & Coffee Shop Perko di Pati Jawa Tengah (The Influence of Price, Word of Mouth and Location on Purchase Decision at Fresh & Coffee Shop Perko In Pati Central Java)

Raharjo, Bimo Prasetyo (2022) Pengaruh Harga, Word of Mouth dan Lokasi terhadap Keputusan Pembelian pada Kedai Fresh & Coffee Shop Perko di Pati Jawa Tengah (The Influence of Price, Word of Mouth and Location on Purchase Decision at Fresh & Coffee Shop Perko In Pati Central Java). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is motivated by the decrease in self confidence of coffee shop owners due to the many new competitors that grow and develop so that external threats arise. The purpose of this study was to analyze the effect of price on purchasing decisions at Kedai Fresh & Coffee Shop Perko in Pati, Central Java. To analyze the effect of Word Of Mouth on purchasing decisions at the Fresh & Coffee Shop Perko Shop in Pati, Central Java. To analyze the influence of location on purchasing decisions at Kedai Fresh & Coffee Shop Perko in Pati, Central Java. To analyze the effect of price, Word of Mouth and location on purchasing decisions at Kedai Fresh & Coffee Shop Perko in Pati, Central Java. The type of data used is quantitative, namely the value described in numbers (numeric) with statistical methods. The technique used in this study is Simple Random Sampling with 100 respondents at the Perko Fresh & Coffee Shop in Pati, Central Java. Analysis of the data used is multiple linear regression analysis, t-test and F-test. The results showed that the price had a positive and significant effect on purchasing decisions at the Perko Fresh & Coffee Shop in Pati, Central Java. Word of Mouth has a positive and significant effect on purchasing decisions at the Perko Fresh & Coffee Shop in Pati, Central Java. Location has a positive and significant effect on purchasing decisions at the Perko Fresh & Coffee Shop in Pati, Central Java. Simultaneously, the variable price, word of mouth and location have a significant effect on purchasing decisions at the Perko Fresh & Coffee Shop in Pati, Central Java. Keywords: Price, Word of Mouth, Location and Purchase Decision

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