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August 5, 2025Jurnal Manajemen Bisnis dan Kewirausahaan

Cita Rasa, Harga, dan Kualitas Pelayanan sebagai Prediktor Keputusan Pembelian Konsumen: Studi Empiris Koffiekopi Jambi

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Authors

DIDoni InraJJJaelani Jaelani

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Overview

Quantitative analysis reveals taste and price drive consumer purchasing decisions at Koffiekopi Jambi, suggesting marketing strategies must adapt.

Key Points

  • MAIN FINDING: Taste and price are key factors influencing consumer purchasing decisions at Koffiekopi Jambi.
  • KEY EVIDENCE: The study shows significant relationships between taste, price, and consumer choices using multiple linear regression.
  • APPROACH: Data was collected through structured questionnaires and analyzed with SPSS version 25.
  • SIGNIFICANCE: Understanding these factors helps coffee businesses improve marketing strategies to attract customers.

Cite This Study

Inra et al. (2025) studied this question.

synapsesocial.com/papers/689521d79f4f1c896c427c03https://doi.org/10.55606/jumbiku.v5i2.5658
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