PENGARUH EWOM, LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KEDAI KOPI JEVERA COFFEE AND EATERY

Abstract

This study aims to determine the effect of wom, location, and price on purchasing decisions at Jevera Coffee and Eatery coffee shops, considering the large number of visitors who come even though there are many coffee shops in Cikarang, therefore researchers want to conduct research on these coffee shops. , with the object of research at the Jevera Coffee and Eatery shop and the population used is all coffee shop visitors and the sample is 161 respondents. Based on the results of the research and discussion of the results of research data analysis described in the previous chapter, the conclusion of this study is that mEwom has no positive and significant effect on purchasing decisions at the Jevera Coffee Shop, Location has a significant effect on purchasing decisions at Jevera Coffee Shop, Price has a positive and significant effect on the purchasing decisions of the Jevera Coffee Shop purchasing decisions. Simultaneously, Ewom, location and price have a simultaneous effect on purchasing decisions at Jevera coffee shops