Abstract
The research aims to: (1) Analyze how much and how gender influences purchasing decisions at Coffeeshop in Mataram City; (2) Analyze how much and how ages influence on purchasing decisions at coffeeshops in Mataram City; (3) Analyzing how much and how the influence of education level on purchasing decisions at coffee shops in Mataram City; (4) Analyze how much influence the level of income on purchasing decisions at coffee shops in Mataram City; (5) Analyzing the extent and influence of store atmosphere on purchasing decisions at coffee shops in Mataram City; (6) Analyzing how much and how the influence of prices on purchasing decisions at coffee shops in Mataram City; (7) Analyzing the extent and influence of location on purchasing decisions at coffee shops in Mataram City; (8) Analyze how much influence and how the quality of the product on purchasing decisions at the coffee shops in MataramCity. The results showed that; (1) Gender (X1) does not significantly affect consumer purchasing decisions in coffee shops in the city of Mataram. (2) Ages (X2) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram. (3) Education (X3) negatively influences coffee purchasing decisions in coffee shops in the city of Mataram. (4) Revenue (X4) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram. (5) Store Atmosphere (X5) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram. (6) Price (X6) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram. (7) Location (X7) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram. (8) Product Quality (X8) has a positive effect on coffee purchasing decisions in coffee shops in the city of Mataram.
Highlights
Indonesia merupakan negara agraris yang kaya akan sumber daya alam, terutama di sektor pertanian dan perkebunan, yang menjadi salah satu sektor andalan sejak lama
The results showed that; (1) Gender (X1) does not significantly affect consumer purchasing decisions in coffee shops in the city of Mataram
Jurnal Agribisnis Dan Ilmu Sosial Ekonomi Pertanian, 5(1), 29–34
Summary
Metode yang digunakan dalam penelitian ini adalah metode diskriptif (Sugiono, 2017). Unit analisis pada penelitian ini ialah Keputusan Pembelian Konsumen pada Kedai Kopi di Kota Mataram. Variabel yang diukur dalam penelitian ini adalah (1) Jenis Kelamin (2) Umur (3) Pendidikan (4) Pendapatan (5) Store Atmosphere (6) Harga (7) Lokasi (8) Kualitas Produk, dan (9) Keputusan Pembelian Uji Regresi Berganda. Dalam penelitian ini yaitu pengaruh variabel Jenis Kelamin, Umur, Store Atmosphere, Harga, Lokasi Dan Kualitas Produk terhadap variabel Keputusan Pembelian. Determinasi digunakan untuk melihat seberapa besar kemampuan model dalam menerangkan variabel terikat.Jika (R2) semakin besar atau mendekati satu, maka dapat disimpulkan bahwa pengaruh variabel bebas (X1, X2, X3, X4, X5, X6, X7 dan X8) adalah besar terhadap variabel terikat (Y). Hal ini berarti model yang digunakan tidak kuat untuk menerangkan pengaruh variabel bebas yang diteliti terhadap variabel terikat
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
