PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE UTTON CABANG ALAUDDIN KOTA MAKASSAR

Raehan Lestari, 2025. The Influence of Price Perception and Product Quality on Purchasing Decisions at Cafe Utton Alauddin Branch, Makassar City, supervised by Shandra Bahasoan and Iradat Rayhan Sofyan.
This study aims to: (1) Determine the partial influence of price perception and product quality on purchasing decisions at Cafe Utton Alauddin Branch, Makassar City. (2) Examine the simultaneous influence of price perception and product quality on purchasing decisions at Cafe Utton Alauddin Branch, Makassar City. (3) Identify which variable has the most dominant influence between price perception and product quality on purchasing decisions at Cafe Utton Alauddin Branch, Makassar City.
The research sample consists of 95 respondents who are customers making purchases at Cafe Utton Alauddin Branch, Makassar City. This study employs a quantitative approach using multiple regression analysis with a Likert scale.
The results indicate that: (1) Price perception and product quality have a positive partial influence on purchasing decisions at Cafe Utton Alauddin Branch, Makassar City. (2) Price perception and product quality have a positive simultaneous influence on purchasing decisions at Cafe Utton Alauddin Branch, Makassar City. (3) The most dominant variable influencing purchasing decisions at Cafe Utton Alauddin Branch, Makassar City, is price perception.