Authors :
Eka Lailita Eti Varina; Ratna Purwaningsih; Manik Mahachandra; Naniek Utami
Volume/Issue :
Volume 8 - 2023, Issue 9 - September
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/mr34x49r
DOI :
https://doi.org/10.5281/zenodo.8383236
Abstract :
The increasing demand for coffee has
prompted the emergence of various brands, cafes and
coffee shops in big cities. Data from the Central Bureau
of Statistics (BPS) for coffee commodities in Banten
Province alone there are 6,468 hectares of coffee
plantations and coffee production reaches 2,200 to 2,600
tons per year. This has caused many to start doing
business to build coffee shops or cafes that offer coffee
menus, one of which is Kiara Coffe. However, at the time
of purchase, consumer decision making is not only
influenced by producers and marketers, but also
influenced by the consumer's environment, the
consumer's individual differences and the psychological
processes that occur. Therefore, it is necessary to study
and conduct research on consumer behavior, especially
regarding what factors influence consumers in making
coffee purchasing decisions at Kiara Coffe. The method
used is using multiple linear regression to determine the
effect between variables. The results of the research
conducted, namely based on hypothesis testing, obtained
that product quality influences purchasing decisions with
a t count > t table, namely 2.296 > 1,996. The price variable
influences the purchasing decision with the value of t count
> t table , namely 1.997 > 1.996 . The service variable
influences purchasing decisions with a t count > t table ,
namely 2.108 > 1,996.
Keywords :
Caffe, Consumers, Regression.
The increasing demand for coffee has
prompted the emergence of various brands, cafes and
coffee shops in big cities. Data from the Central Bureau
of Statistics (BPS) for coffee commodities in Banten
Province alone there are 6,468 hectares of coffee
plantations and coffee production reaches 2,200 to 2,600
tons per year. This has caused many to start doing
business to build coffee shops or cafes that offer coffee
menus, one of which is Kiara Coffe. However, at the time
of purchase, consumer decision making is not only
influenced by producers and marketers, but also
influenced by the consumer's environment, the
consumer's individual differences and the psychological
processes that occur. Therefore, it is necessary to study
and conduct research on consumer behavior, especially
regarding what factors influence consumers in making
coffee purchasing decisions at Kiara Coffe. The method
used is using multiple linear regression to determine the
effect between variables. The results of the research
conducted, namely based on hypothesis testing, obtained
that product quality influences purchasing decisions with
a t count > t table, namely 2.296 > 1,996. The price variable
influences the purchasing decision with the value of t count
> t table , namely 1.997 > 1.996 . The service variable
influences purchasing decisions with a t count > t table ,
namely 2.108 > 1,996.
Keywords :
Caffe, Consumers, Regression.
