The Influence of Price, Service Quality, and Electronic Word of Mouth on Purchase Decision at Teman Semeja Coffee
Keywords:
Price, Service Quality, Electronic Word of Mouth, Purchase DecisionAbstract
Purchasing decisions refer to the process by which consumers select and purchase products based on various factors to meet their needs or desires. This study aims to examine and analyze the influence of Price, Service Quality, and Electronic Word of Mouth on purchasing decisions at Teman Semeja Coffee. The research adopts a correlational approach. The population of this study comprises coffee enthusiasts who purchase products at Teman Semeja Coffee. A sample of 100 respondents was selected using the purposive sampling method, targeting consumers of Teman Semeja Coffee. The primary data for this research were collected through a questionnaire instrument and analyzed using multiple linear regression with the SPSS version 24 software. The findings reveal that: Price has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.139 and a significance level of 0.002. Service Quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 2.035 and a significance level of 0.045. Electronic Word of Mouth has a strong positive and significant effect on purchasing decisions, with a calculated t-value of 4.136 and a significance level of 0.000. These results highlight the importance of these factors in influencing consumer purchasing decisions at Teman Semeja Coffee.
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Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium
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