Pengaruh Product Quality, Price, dan Omnichannel Terhadap Keputusan Pembelian Minuman Kopi Pada Starling "Seraya Sepakat" Di Surabaya. (The Influence of Product Quality, Price, and Omnichannel on Coffee Beverage Purchase Decisions at Starling "Seraya Sepakat" in Surabaya).

Fidiastuti, Yulia Purni (2025) Pengaruh Product Quality, Price, dan Omnichannel Terhadap Keputusan Pembelian Minuman Kopi Pada Starling "Seraya Sepakat" Di Surabaya. (The Influence of Product Quality, Price, and Omnichannel on Coffee Beverage Purchase Decisions at Starling "Seraya Sepakat" in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of coffee consumption trends among urban people encourages the emergence of various innovations in the coffee drink business. Starling is a concept of selling using an electric bicycle that is designed to be a mobile shop to make it easier for consumers to enjoy coffee practically without visiting a physical store. Seraya Sepakat is one of the starlings operating in Surabaya, the way of serving by concocting coffee drinks from scratch is unique compared to other starlings. The uniqueness of being able to produce good quality drinks is balanced with affordable prices and ease of access in making purchases. This study aims to determine the significant influence of product quality, price, and omnichannel on the purchase decision of coffee drinks at Starling Seraya Sepakat in Surabaya. This study uses a quantitative approach with the purposive sampling method as a sampling technique. This study collected data through the distribution of e-questionnaires using Google Form to 100 respondents. The data processing in this study uses IBM SPSS software version 26. The results show that the three independent variables (product quality, price, and omnichannel) have a significant effect on the dependent variables (purchase decisions) both partially and simultaneously. These three factors complement each other and form a complete shopping experience for consumers. When the products offered have good quality, prices are in accordance with the perceived value, and the purchase process can be accessed easily through various channels (omnichannel), then consumers will feel confident in making purchase decisions. The combination of these three independent variables has been proven to have a great influence on consumers' decision to buy. Therefore, it is recommended that business actors need to pay close attention to product quality, pricing strategies, and omnichannel implementation in order to be able to improve consumer purchase decisions.

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