PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN COFFEE PADA THE ZONA COFFEE DI KUANTAN SINGINGI

Abstract

This research aims to determine the influence of price perception and promotion coffee purchase decisions at The Zona Coffee in Kuantan Singingi. This research I quantitative research with the variables of price perception and promotion coffee purchase decisions. This research uses data collection techniques by distributing questionnaires. The total sample for this rsearch was 97 respondents taken using the lemeshow tecnique. The data analysis techniques used are descriptive statistical analysis techniques and inferential statistics which use validity test formulas, reliabelity test, classsical assumtion test, multiple linear regression, t test, F test, and coefficient of determination. The research results show that price perceptions has a partial influence on purchasing decisions and promotion has a partial influence on purchasing decisions. Taken together, price perception and promotion have a significant influence on purchase decisions. Then it was also discivered that the contribution to the presentation of influence provided by price perception and promotion was 65% and the remaining 35% came from other variables non included in this research. And it can be concluded that price perceptions and promotion influence consumer coffee purchasing decision at The Zona Coffee in Kuantan Singingi