Published: 2024-08-01

Pengaruh Lokasi dan Harga Terhadap Keputusan Pembelian Pada Kopi Toko Tua Cabang Lengkong Kota Bandung

DOI: 10.35870/jemsi.v10i4.2868

Silvia Nadira, Ridho Riadi Akbar, Arie Hendra Saputro
  • Silvia Nadira: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Ridho Riadi Akbar: Universitas INABA , Indonesia
  • Arie Hendra Saputro: Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

Tujuan penelitian ini adalah guna memahami bagaimana lokasi dan harga mempengaruhi keputusan pembelian pada Kopi Toko Tua Cabang Lengkong. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif, menggunakan kombinasi data primer dan sekunder. Peneli melibatkan 100 responden, yang dipilih menggunakan rumus Slovin dari total populasi konsumen Kopi Toko Tua selama 5 bulan terakhir, yaitu 21.796 orang.Penelitian ini menegaskan sehingga aspek-aspek seperti Lokasi dan Harga mempunyai pengaruh besar terhadap keputusan pembelian Kopi Toko Tua. Berdasarkan data, Lokasi menunjukkan pengaruh yang signifikans terhadap keputusan pembelian, dengan nilai thitung sebesar 6,539 dan taraf signifikansi 0,00. Sementara itu, Harga juga berpengaruh secara signifikan terhadap keputusan pembelian, yang ditunjukkan oleh nilai thitung sebesar 3,913 dengan taraf signifikansi 0,00.Secara bersamaan, kedua faktor ini memberikan kontribusi yang penting terhadap keputusan pembelian, terbukti dengan nilai fhitung sebesar 199,953 dan p-value yang sangat signifikan sebesar 0,000.

Keywords

Lokasi, Harga dan Keputusan Pembelian

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How to Cite

Nadira, S., Ridho Riadi Akbar, & Arie Hendra Saputro. (2024). Pengaruh Lokasi dan Harga Terhadap Keputusan Pembelian Pada Kopi Toko Tua Cabang Lengkong Kota Bandung. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(4), 2630-2639. https://doi.org/10.35870/jemsi.v10i4.2868
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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