Impact of Product Quality, Promotion, Price, and Location on Consumer Purchase Decisions

Abstract

This study aims to analyze the impact of product quality, promotion, price, and location on consumer purchase decisions at Kopi Kanam Balikpapan. The research uses a quantitative approach with multiple linear regression analysis. Data were collected through a questionnaire distributed to 100 respondents who had purchased products from Kopi Kanam. The findings reveal that product quality has a significant effect on purchase decisions, followed by promotion, price, and location. Product quality emerged as the most dominant factor, indicating that consumers tend to choose higher-quality products, even if the price is slightly higher. The implications of these findings emphasize the importance of maintaining product quality, implementing effective promotions, setting competitive prices, and selecting strategic locations to support consumer purchase decisions. The original contribution of this research is providing empirical evidence on the factors influencing purchase decisions in the coffee shop industry in Balikpapan.