Pengaruh Cita Rasa dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Café Titik Beku Harapan Indah, Bekasi

Abstract

This study aims to determine how much influence the taste and quality of service on purchasing decisions at the Café Titik Beku. This research is a quantitative study using SPSS Statistics 25 program with a total sample of 120 respondents who are residents of Jabodetabek who have bought product at Café Titik Beku using nonprobability sampling and purposive sampling techniques. The results of this study, the T test shows that taste has a significant effect on purchasing decisions with a significance value of 0,001 < 0,05 and a t value of 3,369 > 1,980, meaning that partially the taste variable has a significant effect on purchasing decisions. Service quality variable has a significant effect on purchasing decisions with a significance 0,000 < 0,05 and a t value of 4,790 > 1,980, meaning that partially the service quality variable has a significant effect on purchasing decisions at Café Titik Beku. The benefit of this research for Café Titik Beku is as input or evaluation material in order to maintain and improve the taste and quality of service so that Café Titik Beku can compete with other competitors.