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June 28, 2025Jurnal Manajemen dan Perbankan (JUMPA)

Consumer Choices: The Influence of Price, Service, and Promotion on Coffee Purchases in Jakarta

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Authors

DADini AmaliaRWRahma Maulidda WitantrisYYYopie Yulius

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Overview

Observational analysis revealed service quality and promotion positively impact consumer purchasing decisions in Jakarta, indicating a focus on these elements may enhance business success.

Key Points

  • Service quality positively affects purchasing decisions in the local coffee market, suggesting enhanced customer satisfaction leads to better sales.
  • Promotion also exerts a positive influence on consumer choices, highlighting the importance of well-crafted marketing strategies.
  • Price does not significantly impact purchasing decisions, urging businesses to prioritize service and promotional efforts over pricing wars.
  • Analysis utilized Smart-PLS software for data evaluation from 100 customers, setting this study apart from previous SPSS-based research.

Cite This Study

Amalia et al. (2025) studied this question.

synapsesocial.com/papers/68af7df87567bf4f94ff5126https://doi.org/10.55963/jumpa.v12i2.785
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