PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DIFERENSIASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Kafe Maenaka Blitar)

This study aims to examine the influence of price perception, service quality, product differentiation and product quality on purchasing decisions in case studies at the Maenaka Blitar Cafe. In this research, the independent variables are perceptions of price, service quality, product differentiation and product quality in their influence on the dependent variable, namely purchasing decisions.
This research is quantitative research. Samples were obtained through purposive sampling, by selecting samples based on specified criteria. The results of this purposive sampling obtained 173 consumer sample data. The analysis method used is linear regression with the SPSS program analysis tool.
The results of this research show that perception of price, service quality, product differentiation and product quality have a positive and significant effect on purchasing decisions.