PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN NOMENA COFFEE MAKASSAR

Abd. Malik. 2025. The Influence of Price and Service Quality on Purchasing Decisions at Nomena Coffee in Makassar City, Supervised by Mariah and Faisal Rizal Zainal.
This Study aims to analyze (1) the influence of price on purchase decisions at Nomena Coffee in Makassar. (2) the influence of service quality on purchase decisions at Nomena Coffee in Makassar. (3) the simultaneous influence of price and service quality on purchase decisions at Nomena Coffee in Makassar.
This research uses quantitative data and multiple liniear regression analysis. Data was obtained from online questionnaires distributed to Nomena Coffee consumers in Makassar City, with a sample size of 99 respondents.
The research results show that (1) The price and service quality variables have a partial influence on purchase decisions. (2) The price and servis quality variables have a simultaneous influence on purchase decisions. (3) The most dominant variable influencing purchase decisions at Nomena Coffee in Makassar City is service quality.