Decision Making: Strategy In Choosing Coffee Shops

  • Nawangsih Nawangsih STIE Widya Gama Lumajang
  • Kurniawan Yunus STIE Widya Gama Lumajang
  • Khoirul Ifa STIE Widya Gama Lumajang
Keywords: product quality, price, promotion, service quality, decision-making

Abstract

This study aims to determine the effect of product quality, price, promotion and quality of service both partially and simultaneously on the consumer decision-making process in choosing a coffee shop in Lumajang Regency. This type of research is descriptive with a causal associative approach. This research was conducted with 100 respondents. The sampling technique used is Simple Random Sampling. Hypothesis testing is done by multiple linear regression analysis for hypotheses through the SPSS 21 for windows program. Based on the results of research found that product quality, promotion and service quality there is a significant positive effect partially on the decision making process of consumers in choosing a coffee shop in Lumajang Regency. While the price there is a significant positive partial effect on the decision making process of consumers in choosing a coffee shop in Lumajang Regency. Simultaneously product quality, price, promotion and service quality have a significant positive effect simultaneously on the consumer's decision making process in choosing a coffee shop in Lumajang Regency. The studied variable had an effect of 54.1% on the decision making process of consumers in choosing a coffee shop in Lumajang Regency and the rest was influenced by other variables not examined.

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Published
2019-08-31