Analysis of Factors Influencing Consumer Decisions in Coffee Shops in Asahan Regency Is
Abstract
This study investigates the key factors influencing consumer decision-making in the context of coffeeshops, focusing on six prominent establishments in Asahan Regency: Kaulamuda Coffee Space, Orion Coffee Space, Teha Coffee Corner, Beans Bottle Coffee, Semakin.Co, and Hening.Co. The research area was selected purposively, while the sample size of 285 respondents was determined using Slovin’s formula. A proportionate stratified random sampling technique was applied, combined with accidental sampling for respondent selection. Data were analyzed using multiple linear regression. The empirical findings reveal that price, product quality, location, social media, service quality, and promotion collectively have a significant influence on consumer decision-making. However, partially, social media was found to have no statistically significant effect. These findings highlight the multifaceted nature of consumer behavior and offer practical insights for marketing strategies in the coffee shop industry.
Downloads
References
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk Dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jmpis : Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. Https://Doi.Org/10.38035/Jmpis.V3i1
Ghozali, I. (2017). Aplikasi Analisis Multivariate Dengan Program Spss. Badan Penerbit Undip.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program Ibm Spss 25 Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro. Variabel Pemoderasi. E-Jurnal Akuntansi Universitas Udayana, 23 (2), 1470, 1494.
Gunawan, D. G. (2022). Pengaruh Label Halal, Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Safi Melalui Brand Image Dan Brand Trust. Jiei : Jurnal Ilmiah Ekonomi Islam, 8(1), 815–824. Https://Doi.Org/10.29040/Jiei.V8i1.4508
Hanaysha, J. R. (2022). Impact Of Social Media Marketing Features On Consumer’s Purchase Decision In The Fast-Food Industry: Brand Trust As A Mediator. International Journal Of Information Management Data Insights, 2(2). Https://Doi.Org/10.1016/J.Jjimei.2022.100102
Haribowo, R., Tannady, H., Yusuf, M., & Wisnu Wardhana, G. (2022). Analysis Of The Role Of Social Media Marketing, Product Quality And Brand Awareness On Buying Decisions For Restaurant Customers In West Java Analisis Peran Social Media Marketing, Kualitas Produk Dan Brand Awareness. Management Studies And Entrepreneurship Journal, 3(6), 4024–4032. Http://Journal.Yrpipku.Com/Index.Php/Msej
Hidayat, M. S. (2021). Pengaruh Kualitas Produk, Harga, Lokasi, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Coffee Shop Di Kota Gresik. Performa : Jurnal Manajemen Dan Start-Up Bisnis, 6(4), 360–369.
Iqbal, M., & Kadir, A. (2019). Analisis Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Pada Merchant Go Food Festival Duta Mall Banjarmasin. Jieb : Jurnal Ilmiah Ekonomi Bisnis, 5(2), 227–237. Http://Ejournal.Stiepancasetia.Ac.Id/Index.Php/Jieb
Laili, N. P. N., & Budiarti, A. (2023). Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Mie Gacoan Cabang Manyar Surabaya Anindhyta Budiarti Sekolah Tinggi Ilmu Ekonomi Indonesia (Stiesia) Surabaya. Jurnal Ilmu Dan Riset Manajemen (Jirm), 12(7), 1–14.
Lukito, W. A., & Fahmi, A. (2020). Pengaruh Promosi Dengan Media Sosial Terhadap Keputusan Pembelian Sepatu Olahraga Ortuseight Pada Masyarakat Tanjung Morawa. Arbitrase: Journal Of Economics And Accounting, 1(2), 90–95. Www.Websindo.Com,
Lystia, C., Winasis, R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jimt : Jurnal Ilmu Manajemen Terapan, 3(4), 392–403. Https://Doi.Org/10.31933/Jimt.V3i4
Moslehpour, M., Dadvari, A., Nugroho, W., & Do, B. R. (2021). The Dynamic Stimulus Of Social Media Marketing On Purchase Intention Of Indonesian Airline Products And Services. Asia Pacific Journal Of Marketing And Logistics, 33(2), 561–583. Https://Doi.Org/10.1108/Apjml-07-2019-0442
Nabella, S. D. (2021). Improve Consumer Purchasing Decisions Through Quality Of Service, Promotion And Quality Of Information At Pt. Ng Tech Supplies. International Journal Of Science, Technology & Management, 2(3), 880–889. Http://Ijstm.Inarah.Co.Id
Oktaviani, L., Stevani, & Amaluis, D. (2023). Pengaruh Kualitas Produk, Kualitas Pelayanan, Harga, Promosi, Dan Lokasi Terhadap Keputusan Pembelian Pada Umkm Dakak-Dakak Dapur Mas Di Pariangan. Musytari : Neraca Manajemen, Akuntansi Ekonomi, 1(9), 81–90.
Perkasa, D. H., Suhendar, I. A., Randyantini, V., & Andrini, E. (2020). The Effect Of Electronic Word Of Mouth (Ewom), Product Quality And Price On Purchase Decisions. Dijemss : Dinasti International Journal Of Education Management And Social Science, 1(5), 695–706. Https://Doi.Org/10.31933/Dijms
Prianggoro, N. F., & Sitio, A. (2019). Effect Of Service Quality And Promotion On Purchase Decisions And Their Implications On Customer Satisfaction. International Journal Of Engineering Technologies And Management Research, 6(6), 51–62. Https://Doi.Org/10.5281/Zenodo.3251747
Rahmayanti, N., & Yuliaty, F. (2024). Efektivitas Strategi Pemasaran Melalui Instagram Dalam Meningkatkan Kunjungan Pasien Lama Dan Baru Ke Rumah Sakit. Didaktik : Jurnal Ilmiah Pgsd Fkip Universitas Mandiri , 10(3), 410–419.
Rizkyani, M. A., & Anggraeni, N. (2022). Pengaruh Kualitas Produk, Harga, Kualitas Pelayanan, Promosi, Kemasan, Dan Store Atmosphere Terhadap Keputusan Pembelian Hokben. Jurnal Mirai Management, 7(3), 482–487. Https://Doi.Org/10.37531/Mirai.V7i3.2608
Rizqi, F., & Jumani, A. (2022). Literature Review Pengaruh Harga, Kualitas Produk Dan Lokasi Terhadap Pengambilan Keputusan Pembelian. Jim : Jurnal Ilmu Multidisiplin, 1(1), 203–214. Https://Doi.Org/10.38035/Jim.V1i1
Simanihuruk, P., Zilfana, Prahendratno, A., Tamba, D., Sagala, R., Ahada, R., Br Purba, M. L., Hidayat, D. R., & Rachman, S. H. (2023). Memahami Perilaku Konsumen : Strategi Pemasaran Yang Efektif Pada Era Digital. Pt. Sonpedia Publishing Indonesia.
Sudirjo, F., Violin, V., Abdullah, A., Ifadhila, & Iswahyudi, M. S. (2020). The Effect Of Promotion, E-Service Quality And Price On Customer Satisfaction And Its Implication On Loyalty Of Tokopedia Customers. Jemsi (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1724–1728.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif Dan Kualitatif Dan R&D. Alfabeta.
Toha, Mohamad & Habibah, N.J. (2023). MSME Empowerment and Development Program to Increase Consumer Satisfaction. Sahwahita: Community Engagement Journal, 1(1), 26-39. https://e-journal.bustanul-ulum.id/index.php/Sahwahita/article/view/24
Utomo, J., Nursyamsi, J., & Sukarno, A. (2023). Analisis Pengaruh Produk, Promosi Dan Digital Marketing Terhadap Keputusan Pembelian Pada Belanja Online Dengan Kepuasan Konsumen Sebagai Intervening. Jekma : Jurnal Ekonomi Dan Manajemen, 2(1), 100–116.
Widyastuti, A. N., Pujiharto, P., Tubastuvi, N., & Santoso, S. B. (2020). The Effect Of Marketing Mix On Purchase Decisions. Jurnal Manajemen Bisnis, 11(2), 163–176. Https://Doi.Org/10.18196/Mb.11295
Yusuf, M., & Matiin, N. (2022). Analysis Of The Effect Of The Marketing Mix On Purchasing Decisions. Interrnational Journal Of Economics And Management Research , 1(3), 177–182. Https://Ijemr.Politeknikpratama.Ac.Id/Index.Php/Ijemr
Copyright (c) 2025 Rizky Hafrizany SP, Zulkarnain Lubis, Syahbudin Hasibuan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
