PENGARUH HARGA, LOKASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KEDAI KOPI JAN NGOPI MALANG

The purpose of this research is to examine the influence of price on purchase decisions, the influence of location on purchase decisions, the influence of product quality on purchase decisions, and the influence of price, location and product quality on consumer purchase decisions at the Jan Ngopi Malang coffee shop. The
sample size was set at 100 respondents, because this type of research is quantitative research using non-probability sampling techniques using simple random sampling techniques among consumers at the Jan Ngopi Malang coffee shop. Multiple
regression is used as a data analysis technique. Based on the research results, price does not have a positive and significant effect on purchase decisions, location has a positive and significant effect on purchase decisions, product quality does not have a positive and significant effect on purchase decisions, location is the
dominant variable on purchase decisions at Jan Ngopi Malang Coffee Shop, meaning Consumers in making purchase decisions consider location more than price and product quality.