The influence of price and product quality on customer purchase decision at 7 Degrees Coffee, Medan

Gunawan, Venesia Indah (2022) The influence of price and product quality on customer purchase decision at 7 Degrees Coffee, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

7 Degrees Coffee Medan is a coffee shop with a semi outdoor concept and the place is cozy that suits the styles of young people. Some online reviews are that taste is no good, the price is reasonable, but some also says that it a little bit high and not worth the portion. The purpose of this research is to investigate whether price and product quality have influence on Customer Purchase Decision at 7 Degrees Coffee, Medan. There are various ways to maintain purchasing decisions, one of which is to always improve the quality of products sold, and always pay attention and as much as possible do not increase the price of the products sold. The research used quantitative design with descriptive and causal approach. The population ini this study was all customers of 7 Degrees Coffee Medan. The sample size is to 100 people using nonprobability sampling with snowball sampling. The questionnaire has passed the validity and reliability test. The data also passed normality test, multicollinearity test, heteroskedasticity, and multiple linear regression test. The hypothesis test show that the price and quality of the product affect the purchase decision at 7 Degrees Coffee Medan either partially or simultaneously. The results in this research show that the price and quality of the product have a positive and significant effect on the purchase decision at 7 Degrees Coffee Medan. It can be recommended to 7 Degrees Coffee Medan for the price, namely adjusting the price, to improve current operational standards by providing training to employees, promotions from Gofood and Grabfood and discount for group purchases./ 7 Degrees Coffee Medan adalah kedai kopi dengan konsep semi outdoor dan tempatnya nyaman yang sesuai dengan gaya anak muda. Beberapa ulasan online adalah bahwa rasanya tidak enak, harganya masuk akal, tetapi beberapa juga mengatakan bahwa itu sedikit tinggi dan tidak sebanding dengan porsinya. Tujuan dari penelitian ini adalah untuk menyelidiki apakah harga dan kualitas produk memiliki pengaruh terhadap Keputusan Pembelian Pelanggan di 7 Degrees Coffee, Medan. Ada berbagai cara untuk mempertahankan keputusan pembelian, salah satunya adalah dengan selalu meningkatkan kualitas produk yang dijual, dan selalu memperhatikan dan sebisa mungkin tidak menaikkan harga produk yang dijual. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah semua pelanggan 7 Degrees Coffee Medan. Ukuran sampel adalah untuk 100 orang menggunakan pengambilan sampel nonprobability dengan pengambilan sampel bola salju. Kuesioner telah lulus uji validitas dan keandalan. Data juga lulus uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier ganda. Uji hipotesis menunjukkan bahwa harga dan kualitas produk mempengaruhi keputusan pembelian di 7 Degrees Coffee Medan baik sebagian maupun bersamaan. Hasil dalam penelitian ini menunjukkan bahwa harga dan kualitas produk berpengaruh positif dan signifikan terhada keputusan pembelian di 7 Degrees Coffee Medan. Dapat direkomendasikan ke 7 Degrees Coffee Medan untuk harganya, yaitu menyesuaikan harga, untuk meningkatkan standar operasional saat ini dengan memberikan pelatihan kepada karyawan, promotions dari Gofood dan Grabfood dan diskon untuk pembelian grup.

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