Consumer Behavior in Coffee Angkringan: Analyzing the Roles of Price, Location, and Service Quality in Medan City

Nego R. Sinaga, Purnama Yanti Purba, Ronaldo Sibarani, May Dian Nainggolan, Chika Hosianna Rajagukguk

Sari


Perkembangan teknologi dan perubahan gaya hidup generasi milenial serta Generasi Z mendorong meningkatnya budaya konsumsi kopi, sehingga usaha kopi angkringan memiliki potensi pasar yang besar sebagai ruang konsumsi sekaligus interaksi sosial. Namun, tidak semua usaha mampu menarik minat konsumen, sehingga penelitian ini bertujuan menganalisis pengaruh harga, lokasi, dan kualitas pelayanan terhadap keputusan pembelian kopi angkringan di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dan analisis regresi linear berganda. Teknik sampling yang digunakan adalah accidental sampling dengan 134 responden. Hasil penelitian menunjukkan bahwa secara simultan harga, lokasi, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial harga berpengaruh positif dan signifikan terhadap keputusan pembelian, lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian kopi angkringan di kota Medan.

Kata Kunci: Harga; Lokasi; Kualitas Pelayanan; Keputusan Pembelian

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Referensi


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DOI: https://doi.org/10.37531/mirai.v11i1.11635

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