Analysis of the Influence of Product Quality and Service Quality on the Purchase Decision of Tuku Emerald Bintaro Coffee
Abstract
This research aims to identify the influence of product quality and service quality on the purchasing decisions of Tuku Emerald Bintaro Coffee. The study utilizes a quantitative method and employs the statistical program SPSS with a sample of 102 respondents selected through non-probability sampling techniques. The results indicate that both product quality and service quality have a significant impact on customer purchasing interest. The implications of this research can serve as a reference for Tuku Emerald Bintaro Coffee Shop in enhancing product and service quality to significantly influence purchase decisions and customer loyalty.
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