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PENGARUH LOKASI DAN FASILITAS DI COFFEE SHOP BUNA INDONESIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
The development of modern lifestyles has led to increased business opportunities in the culinary sector, one of which is coffee shops. The city of Cilegon has experienced significant growth in this industry, which not only serves as a place to enjoy coffee, but also as a space for socializing, working, and relaxing. This study aims to determine the influence of location and facilities on consumer purchasing decisions at Coffee Shop Buna Indonesia. The research used a non-probability sampling method with purposive sampling technique, with the criteria of respondents being at least 18 years old and having made a dine-in purchase. A total of 75 respondents were sampled. Primary data was obtained through questionnaires and processed using SPSS 21.0, through validity and reliability tests, as well as multiple linear regression analysis that met the classical assumptions. The results showed a regression model of Y = 2,834 + 0,650X1 + 0,230X2 + e. The location variable (X1) had a positive and significant effect on purchasing decisions with a T-value of 5.804 > T-table 1.993 and a significance of 0.00 < 0.05. The facility variable (X2) also has a positive and significant effect with a T-value of 2.236 > Ttable 1.993 and a significance of 0.03 < 0.05. Simultaneously, location and facilities have a significant effect on purchasing decisions, as indicated by an Fcount value of 39.611 > Ftable 3.12 with a significance of 0.000 < 0.05. Thus, both variables are proven to play an important role in influencing consumer purchasing decisions at Coffee Shop Buna Indonesia.
AGRIBISNIS, UNIVERSITAS SULTAN AGENG TIRTAYASA
PENGARUH LOKASI DAN FASILITAS DI COFFEE SHOP BUNA INDONESIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Text)
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H Social Sciences (General)
HF Commerce