%0 Thesis
%9 S1
%A ALUDRAWATI, NAJWA
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS PERTANIAN,
%A PROGRAM STUDI AGRIBISNIS,
%B AGRIBISNIS
%D 2025
%F eprintuntirta:50692
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Marketing Mix, Purchasing Decision, Coffee Shop
%P 95
%T PENGARUH PRODUK, HARGA, TEMPAT, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN COFFEE SHOP HAGI X BATMAN POOLS (Suatu kasus pada Coffee Shop dengan Fasilitas Billiard di Balaraja Kabupaten Tangerang)
%U https://eprints.untirta.ac.id/50692/
%X This study aims to analyze the effects of the marketing mix and billiard facilities on consumer purchasing decisions at coffee shop Hagi X Batman Pools in Balaraja, Tangerang Regency. This study tested five independent variable : product, price, location, promotion and billiard facilities. Samples were taken 100 respondents using a Accidental sampling technique. Data were collected using a survey method through questionnaires filled out by customers. Then, the data obtained were analyzed using multiple regression analysis. This analysis included the validity test, reliability test, classic assumption test, multiple regression analysis, hypothesis testing through the F test and t test, and coefficient of determination analysis (R²). Regression equation was Y = 1,423 – 0,174X1 + 0,593X2 + 0,183X3 + 0,379X4 + 0,109X5 + e. The computation of hypothesis using the t test showed that the product variables do not have an influence on purchasing decisions, price and promotion variables have a significant influence on purchasing decisions, as well as place variables and billiard facilities that have an effect but are not significant to purchasing decisions. Through the F test can be explained that the independent variable was feasible to test purchase decisions variable. The amount of the coefficient of determination or Adjusted R² obtained is 0,657 = 65,7%, meaning that the purchasing decision variable can be influenced by the variables of product, price, place, promotion and billiard facilities by 65,7%, while the remaining 34,3% is another factor that is not explained in this study.
%Z Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran dan fasilitas biliar terhadap keputusan pembelian konsumen pada coffee shop Hagi X Batman Pools di Balaraja, Kabupaten Tangerang. Penelitian ini menguji lima variabel independen yaitu produk, harga, lokasi, promosi dan fasilitas biliar. Sampel yang diambil sebanyak 100 responden dengan menggunakan teknik Accidental sampling. Data dikumpulkan dengan menggunakan metode survei melalui kuesioner yang diisi oleh pelanggan. Kemudian, data yang diperoleh dianalisis dengan menggunakan analisis regresi berganda. Analisis ini meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi berganda, uji hipotesis melalui uji F dan uji t, serta analisis koefisien determinasi (R²). Hasil perhitungan hipotesis dengan menggunakan uji t menunjukkan  bahwa variabel produk tidak memiliki pengaruh terhadap keputusan pembelian, variabel harga dan promosi memiliki pengaruh yang signifikan terhadap keputusan pembelian, serta variabel tempat dan fasilitas biliard yang memiliki pengaruh namun tidak signifikan terhadap keputusan pembelian. Melalui uji F dapat dijelaskan bahwa variabel independen layak untuk menguji variabel keputusan pembelian.