Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh harga, citarasa, dan kualitas pelayanan terhadap keputusan pembelian minuman kopi pada konsumen kedai kopi Moorden Coffee di Kota Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian adalah seluruh konsumen Moorden Coffee, dengan jumlah sampel sebanyak 68 responden yang ditentukan menggunakan rumus Cochran dan teknik accidental sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert yang telah diuji validitas dan reliabilitasnya. Metode analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan program SPSS versi 26, yang meliputi uji asumsi klasik, uji parsial (uji t), uji simultan (uji F), serta uji koefisien determinasi (R²).
Hasil penelitian menunjukkan bahwa secara parsial harga, citarasa, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel harga memiliki nilai signifikansi sebesar 0,026, citarasa sebesar 0,000, dan kualitas pelayanan sebesar 0,002. Di antara ketiga variabel tersebut, citarasa merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian. Secara simultan, ketiga variabel berpengaruh signifikan terhadap keputusan pembelian dengan nilai F-hitung sebesar 15,877 dan signifikansi 0,000. Nilai adjusted R² sebesar 0,400 menunjukkan bahwa sebesar 40% variasi keputusan pembelian dapat dijelaskan oleh variabel harga, citarasa, dan kualitas pelayanan, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian.
Berdasarkan hasil penelitian, disarankan agar pihak Moorden Coffee mempertahankan dan meningkatkan kualitas citarasa sebagai faktor utama, serta tetap memperhatikan kesesuaian harga dan kualitas pelayanan guna meningkatkan keputusan pembelian konsumen.
Kata kunci: harga, citarasa, kualitas pelayanan, keputusan pembelian

This study aims to analyze the effect of price, taste, and service quality on purchasing decisions of coffee beverages among consumers at Moorden Coffee in Banda Aceh City. This research employed a quantitative approach using a survey method. The population consisted of all consumers of Moorden Coffee, with a sample of 68 respondents determined using the Cochran formula and accidental sampling technique. Data were collected through a questionnaire using a Likert scale that had been tested for validity and reliability. The data analysis method used was multiple linear regression analysis with the assistance of SPSS version 26, including classical assumption tests, partial test (t-test), simultaneous test (F-test), and coefficient of determination (R²). The results showed that partially, price, taste, and service quality have a positive and significant effect on purchasing decisions. The significance values for price, taste, and service quality were 0.026, 0.000, and 0.002, respectively. Among these variables, taste was found to be the most dominant factor influencing purchasing decisions. Simultaneously, all three variables have a significant effect on purchasing decisions, as indicated by an F-value of 15.877 with a significance level of 0.000. The adjusted R² value of 0.400 indicates that 40% of the variation in purchasing decisions can be explained by price, taste, and service quality, while the remaining 60% is influenced by other factors outside this study. Based on the findings, it is recommended that Moorden Coffee maintain and improve the quality of taste as the main factor, while also paying attention to price suitability and service quality to enhance consumers’ purchasing decisions. Keywords: price, taste, service quality, purchasing decision