Abstract
This study aims to determine: (1) the influence of price perception on purchasing decisions (2) the influence of service quality on purchasing decision (3) the influence of location on purchasing decision (4) the influence of word of mouth on purchasing decision and (5) the influence of Price Perception, Service Quality, Location, Word of Mouth to purchase decision on customers CafeNet. This study uses a quantitative method approach. The population in this study are consumers who have made purchases in CafeNet-Central Kupang. The sampling technique is probability sampling with the number of samples of 97 people. Data collection techniques using questionnaires that have been tested for validity and reliability. Data analysis technique using multiple regression. The results showed that: (1) Price Perception had a significant effect on Purchasing Decision; (2) Service Quality did not had a significant effect on Purchasing Decision; (3) The Location did not had a significant effect on Purchasing Decisions; (4) The Word of Mouth did not had a significant effect on Purchasing Decisions; and (5) The Price Perception, Service Quality, Location and Word of Mouth did not had a significant effect simultaneously to Purchase Decision on CafeNet customer- Central Kupang.
 Keywords: Price Perception, Service Quality, Location, Word of Mouth, and Purchase Decision.
Highlights
PENDAHULUAN Perkembangan bisnis di abad ke-21 telah berkembang sangat pesat mengalami metamorfosis yang berkesinambungan
This study aims to determine: (1) the influence of price perception on purchasing decisions (2) the influence of service quality on purchasing decision (3) the influence of location on purchasing decision (4) the influence of word of mouth on purchasing decision and (5) the influence of Price Perception, Service Quality, Location, Word of Mouth to purchase decision on customers CafeNet
The results showed that: (1) Price Perception had a significant effect on Purchasing Decision; (2) Service Quality did not had a significant effect on Purchasing Decision; (3) The Location did not had a significant effect on Purchasing Decisions; (4) The Word of Mouth did not had a significant effect on Purchasing Decisions; and (5) The Price Perception, Service Quality, Location and Word of Mouth did not had a significant effect simultaneously to Purchase Decision on CafeNet customerCentral Kupang
Summary
Menurut Kotler dan Armstrong (2008:226) keputusan pembelian adalah tahap dalam proses pengambilan keputusan pembeli dimana konsumen benar benar akan membeli. Pengaruh Kualitas Pelayanan terhadap Keputusan Pembelian Menurut Yamit (2001) kualitas adalah suatu kondisi dinamis yang berhubungan dengan produk, jasa, manusia, proses dan lingkungan yang memenuhi atau melebihi harapan. Dari uraian diatas disimpulkan bahwa ketika seorang konsumen menceritakan halhal positif tentang suatu produk kepada konsumen lain, hal ini akan menjadikan calon konsumen baru sebagai suatu pertimbangan dalam menentukan keputusan pembelian barang maupun jasa yang dipasarkan perusahaan. Sehingga perusahaan harus membangun hubungan yang baik dengan konsumen untuk menciptakan loyalitas dan memastikan agar konsumennya membicarakan hal-hal positif tentang produk ataupun pelayanan perusahaan tersebut, dengan demikian akan menarik konsumen baru melalui word of mouth. 5. H0 : Persepsi Harga, Kualitas Pelayanan, Lokasi, dan Word of Mouth tidak berpengaruh secara simultan terhadap Keputusan Pembelian. H1 : Persepsi Harga, Kualitas Pelayanan, Lokasi, dan Word of Mouth berpengaruh secara simultan terhadap Keputusan Pembelian. Pendekatan yang digunakan adalah pendekatan kuantitatif, yaitu pendekatan yang dilakukan dalam penelitian dengan cara menggunakan pertanyaan yang standar dan terdapat alternatif jawaban yang sudah tersedia dalam kuesioner yang dibagikan kepada responden sedangkan sumber data dalam penelitian ini yaitu data primer dan sekunder
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