Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian Kopi pada Mahkota Java Coffee Garut
- TA Mahasiswa
- Adil Fazri Budiman
- 2402313216 - S1 Manajemen
Abstrak
The purpose of this study was to determine the effect of promotion and service quality on coffee purchasing decisions at Mahkota Java Coffee Garut. The hypothesis used in this study is that there is an influence of promotion and service quality on coffee purchasing decisions at Mahkota Java Coffee Garut. This research uses associative descriptive method. The respondents of this study were 96 respondents who were selected using the unknown population technique. The analysis techniques used in this study are the validity and reliability tests, multiple regression analysis, and hypothesis testing using Microsoft Excel. The conclusion of this research is that there is a partial and simultaneous influence of the promotion and quality of service on coffee purchasing decisions on the Mahkota Java Coffee Garut, so it is recommended to other researchers to conduct research with other variables that are not the author's scrutiny but influence this research such as; pricing variables, product quality, brand image and others.
Keywords: Consumer Purchasing Decisions, Promotion, Service Quality
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