Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembeliankonsumen Pada Kedai Teh Duadaun Ibu Mita Di Tenggarong

Abstract

This research was to determine how much the Influence of the Factors that Affecting to the Consumer Purchase Decision on Dua Daun Mita Tea Shop in Tenggarong. Dua Daun Mita Tea Shop is one of the businesses that sell varians tasted of ice tea with price relatively affordable between Rp. 4000 rupiah to Rp. 7000.- but Teahouse not only sell ice tea, they alsosell capuchino, iced milo, etc. with almost the same price. Dua Daun Tea Shop is one of the growing business franchise in Tenggarong with a lot of demand because this product can be sell not only for old people but also for young people. This research used quantitative analysiswith multiple regression analysis. Thus the hypothesis proposed by researchers in this study are: “The factors of consumer perseption, Fairness of the brand, Product Quality has significant effect to the buying decision on Dua Daun Tea Mita Tenggaron” received because proven truth. And the Factor of Fairness of the brand has the biggest impact to the buying decison on Dua Daun Tea Mita Tenggarong.

Keywords: Perception, Brand, Product Quality, Price, Decisions