PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI CAFE KENZI SIMPANG AJAMU

SU’AIB RAMADHAN, SU’AIB RAMADHAN (2025) PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI CAFE KENZI SIMPANG AJAMU. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1445-1456. ISSN Tugas_Akhir(Artikel) YUME : Journal of Management

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian di Cafe Kenzi Simpang Ajamu. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei, di mana data dikumpulkan dari 96 responden menggunakan kuesioner. Analisis data dilakukan melalui uji regresi linier berganda dengan bantuan SPSS versi 23. Hasil penelitian menunjukkan bahwa baik harga maupun kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Kualitas pelayanan memiliki pengaruh yang lebih dominan dibandingkan harga. Temuan ini mengindikasikan bahwa kombinasi antara harga yang kompetitif dan pelayanan yang berkualitas dapat meningkatkan keputusan pembelian konsumen, serta memperkuat loyalitas pelanggan dalam sektor usaha kafe. Kata kunci: Harga, Kualitas Pelayanan, Keputusan Pembelian, Cafe, Konsumen ============================================= This study aims to examine the influence of price and service quality on purchasing decisions at Cafe Kenzi Simpang Ajamu. A quantitative research approach was used through a survey method, with data collected from 96 respondents via questionnaires. The data were analyzed using multiple linear regression assisted by SPSS version 23. The results show that both price and service quality have a positive and significant effect on purchasing decisions, both partially and simultaneously. Service quality was found to have a more dominant influence than price. These findings suggest that a combination of competitive pricing and high-quality service can enhance consumer purchasing decisions and strengthen customer loyalty in the café business sector. Keywords: Price, Service Quality, Purchase Decision, Café, Consumer

Item Type:	Article
Uncontrolled Keywords:	Harga, Kualitas Pelayanan, Keputusan Pembelian, Cafe, Konsumen==============Price, Service Quality, Purchase Decision, Café, Consumer
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	12 Nov 2025 07:27
Last Modified:	12 Nov 2025 07:27
URI:	http://repository.ulb.ac.id/id/eprint/1960

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