Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli Konsumen pada Produk Minuman Chatime di Kota Depok
Main Article Content
Abstract
Purchase intention is an important factor that can influence a company’s success in maintaining and increasing its customer base. Therefore, companies need to consider various factors that may influence consumer purchase intention, particularly service quality and price. This study aims to examine the effects of service quality and price on consumer purchase intention for Chatime beverage products in Depok City. This study employed a quantitative research approach. The sample was selected using a purposive sampling technique, resulting in 100 respondents. Data were collected through observation, questionnaires, and documentation studies. The results indicate that service quality has a significant partial effect on purchase intention, as demonstrated by the t-test results, with a significance value of 0.000 < 0.05 and a calculated t-value greater than the critical t-value (5.312 > 1.98472). Price also has a significant partial effect on purchase intention, with a significance value of 0.000 < 0.05 and a calculated t-value greater than the critical t-value (6.594 > 1.98472). Furthermore, service quality and price simultaneously have a significant effect on consumer purchase intention for Chatime beverage products in Depok City. This is supported by the F-test results, which show a significance value of 0.000 < 0.05 and a calculated F-value greater than the critical F-value (282.926 > 3.09).
Article Details
References
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