PENGARUH PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI DUCAN COFFEE

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Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian di Ducan Coffe. Penelitian ini menggunakan metode kuantitatif dengan pendekatan penelitian deksriptif. Sampel dalam penelitian ini sebanyak 50 responden dari pengunjung Ducan Coffee. Dalam menentukan sampel penelitian, peneliti menggunakan teknik pengambilan sampel yaitu Accidental Sampling. Data diperoleh dari kuisioner yang dibuat di google form kemudian disebarkan kepada responden dengan menggunakan skala pengukuran skala likert. Uji yang dilakukan berupa Uji Validitas dan Reliabilitas, Uji T, Uji F dan Uji Koefisien Determinasi. Hasil dari penelitian ini yaitu: 1) Persepsi Harga berpengaruh signifikan terhadap Keputusan Pembelian; 2) Kualitas Pelayanan berpengaruh signifikan terhadap Keputusan Pembelian; dan 3) Persepsi Harga dan Kualitas Pelayanan berpengaruh signifikan terhadap Keputusan Pembelian.

The Effect of Perceived Price and Service Quality on Purchasing Decisions at Ducan Coffee. This study methods used quantitative methods with a descriptive research approach. The sample in this study were 50 respondents from Ducan Coffee visitors. In determining the research sample, the researchers used a sampling technique, namely Accidental Sampling. Data were obtained from a questionnaire made on Google Form and then distributed to respondents using a Likert scale measurement scale. The tests carried out were in the form of Validity and Reliability Tests, T Tests, F Tests and Coefficient of Determination Tests. The results of this study are: 1) Price perception has a significant effect on purchasing decisions; 2) Service Quality has a significant effect on Purchase Decisions; and 3) Perceived Price and Service Quality have a significant effect on Purchase Decisions.