The Influence of Price, Location and Service on Purchasing Decisions at Tuku Coffee Pop up Store

Dewi Andriany, Mutia Arda

Abstract


Business actors are required to be able to defend the market and win the competition. In order to win the competition, an entrepreneur must be able to understand the needs and desires of his customers. One of the contemporary coffees that is famous among generation Z and millennials today is tuku coffee. This research aims to analyze the influence of price, location and service at the Tuku Coffee pop up store in Medan City. The sampling technique used in this research used a purposive sampling technique. The sample in this research was 100 consumers who visited the Tuku Coffee pop up store in Medan. The data analysis technique used is multiple linear regression. The research results show that there is a negative and significant influence on purchasing decisions. Meanwhile, location and service have a positive and significant effect on purchasing decisions.


Keywords


Price, Location and Service On Purchasing Decisions

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References


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DOI: https://doi.org/10.30596/miceb.v2i0.833

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