Quantitative analysis shows service quality and product quality impact purchasing decisions, suggesting improvements needed.
Key Points
Service quality and product quality significantly influence consumer purchasing decisions for Kopi Kenangan products, highlighting their importance.
Linear multiple regression analysis revealed that price perception alone does not significantly affect purchasing decisions, indicating other factors at play.
The study surveyed 100 respondents using questionnaires, conducted from February to April 2025, to gather data on their purchasing behavior.
Improving service and product quality can lead to better sales for Kopi Kenangan, emphasizing the need for a focus on these attributes.
Cite This Study
Ardisyahputra et al. (2025) studied this question.