The Influence of Service Quality, Product Quality, Price and Promotion on the Purchase Decision of Starbucks Coffee in Tangerang

Abstract

The purpose of this study is to test and find out how much influence the quality of service, product quality, price and promotion have on the purchase decision of starbucks tangerang coffee. Determination of the sample in this study were consumers from Starbucks itself who had purchased Starbucks products using a random sampling technique with a total of 110 respondents, the method of data collection was carried out using a questionnaire and data processing using SPSS 20. The examination utilized utilized a factual show which included a Recurrence Test , Expressive Test, Legitimacy Test, Unwavering quality Test, Assurance Test (R2), T Test, and F Test.  The results obtained partially stated that the service quality variable (X1) had no significant effect with the t_count < t_tabel -0.783 < 1.659, the X2 variable product quality had a significant effect with the t_count > t_tabel 4.685 > 1.659, the price variable X3 had a significant effect with t_count > t_tabel 3,973 > 1,659, promotion variable X4 has a significant effect with t_count > t_tabel 4,982 > 1,659. The results obtained simultaneously f_count  > f_tabel 107.297 > 2.46 service quality, product quality, price and promotion significantly influence purchasing decisions, so it can be concluded that the independent variables..