Abstract
According to Toffin, in 2019 there was a 3-fold increase in the coffee shop business compared to the previous 3 years. An increase in the number of coffee shops is a threat and a challenge for coffee shop business owners. Ohayou Bandung is one coffee shop that is facing competition in the increasing number of coffee shops in the Ciumbuleuit area, Bandung. Due to its strategic location where UNPAR students are the target market, Ohayou has a great opportunity to meet the demand for coffee and public spaces. For this reason, companies need to pay attention to product attributes which are one of the main factors that are considered by consumers and customers in purchasing decisions. The purpose of this study was to determine whether product attributes and service quality affect purchasing decisions at Ohayou Bandung. Product attribute variables are measured by the dimensions of quality, features, design, brand, and packaging. Service quality variables are measured by the dimensions of reliability, responsiveness, assurance, empathy, and physical evidence. The variable of the purchasing decision making process is measured by the dimensions of problem recognition, information seeking, evaluation of alternatives, purchasing decisions, and post-purchase behavior. The results showed that the product attributes and service quality influenced purchasing decisions by 28.7%. In multiple linear analysis it is concluded that product attributes have a greater influence on purchasing decisions than service quality. Based on the partial hypothesis test, product attributes partially influence purchasing decisions. Meanwhile, service quality has no partial effect on purchasing decisions. It is concluded that improving service quality alone is not sufficient to improve purchasing decisions. Ohayou Bandung is advised to improve product quality and features, as well as increase the use of social media. Keywords: Product Attributes, Service Quality, Buying Decision, Ohayou Bandung
Highlights
According to Toffin, in 2019 there was a 3-fold increase in the coffee shop business compared to the previous 3 years
The results showed that the product attributes and service quality influenced purchasing decisions by 28.7%
4. Berdasarkan uji koefisien determinasi, atribut produk dan kualitas pelayanan memiliki pengaruh sebesar 28,7% terhadap keputusan pembelian di Ohayou
Summary
Hasil prasurvey yang dilakukan pada konsumen Ohayou menunjukkan 3 faktor utama yang membuat konsumen melakukan pembelian, yaitu cita rasa minuman, lokasi yang dekat dengan kampus, dan sikap karyawan. Cita rasa minuman merupakan atribut produk yang menentukan pembelian konsumen Ohayou. Lokasinya yang berada di seberang kampus UNPAR merupakan pelayanan yang diberikan untuk memudahkan akses konsumen untuk melakukan pembelian. Sikap karyawan juga termasuk dalam kualitas pelayanan yang diberikan Ohayou dengan mengutamakan pelayanan yang ramah dan cepat tanggap. Mengacu pada pra-survey dan hasil wawancara dengan pemilik Ohayou dapat disimpulkan bahwa konsumen memperhatikan atribut produk dan pelayanan sebagai faktor penting dalam proses keputusan pembelian. Produk Produk adalah berbagai hal yang dapat ditawarkan ke pasar untuk memuaskan kebutuhaan ataupun keinginan, hal ini termasuk barang fisik, pelayanan, pengalaman, acara (event) orang, tempat, perlengkapan, organisasi, informasi dan ide (Kotler & Keller, 2016).
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