PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE DPRIMA HOTEL MAKASSAR

Yanti Purwanti. 2022. The Influence of Product Quality and Product Prices on Purchase Decisions for Starbucks Coffee Dprima Hotel Makassar, guided by Yuswari Nur and Mariah.
This study aims to determine whether product quality and price partially and simultaneously affect the purchasing decision of Starbucks Coffee Dprima Hotel Makassar.
The sample in this study was as many as 96 customers who often visit Starbucks Coffee Dprima Hotel as 100 respondent. This study uses multiple linear regression analysis method with data collection using a questionnaire with a Likert scale.
The results of the study show that product quality and price have a positive and significant effect on purchasing decisions, either partially or simultaneously.
From this research, the value of Adjusted R2 is 0.580 or 58% of Purchase Decisions which are influenced by Product Quality and Price variables. While the remaining 42%, Purchase Decisions are influenced by other variables that
are not included in this research model.