THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND QUALITY ON PURCHASING DECISIONS AT THE KOPI SANTAI BUSINESS IN TOPOYO DISTRICT CENTRAL MAMUJU TENGAH

The aim of this research is to determine the influence of product quality, price, and service quality on purchasing decisions at the San-tai Coffee business in Topoyo District, Central Mamuju Regency. The independent variables in this study are product quality, price, and service quality, while the dependent variable is the purchasing decision. The population in this study consists of all customers of Kopi Santai who have made coffee purchases at the café. Meanwhile, the sample in this study consists of 35 customers. Data collection was carried out by distributing a questionnaire to the respondents. The data analysis technique used is multiple linear regressions with the SPSS software. Based on the results of the analysis and discussion, it can be concluded that: The price variable (X2) and service quality variable (X3) have a significant partial effect on the dependent variable, which is the purchase decision (Y). The product quality variable (X1) does not have a significant partial effect on the dependent variable, which is the purchase decision (Y). The product quality variable (X1), price (X2), and service quality (X3) together (simultaneously) have a significant effect on the dependent variable, which is the purchase decision. (Y)