Pengaruh Persepsi Harga dan Kualitas Layanan Terhadap Keputusan Pembelian Starbucks di Kota Palembang

This research is a quantitative study that aims to determine the influence of perceived price and service quality on purchase decisions Starbucks in Palembang. The population in this study were community in Palembang city who ding purchase decision Starbucks in Palembang city. The sample size was taken as many as 100 respondents, with non-probability sampling research method and purposive sampling technique. Data collection is done through the distribution of questionnaires. The data analysis technique used is the validity test, reliablitiy test, classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, multiple regression analysis, and hypothesis testing containing t test, F test, and coefficient of determination (R2). The result of this study indicate that (1) pricing perception has a positive and significant influences on purchasing decisions, and (2) service quality has a positive and significant influences on purchasing decisions.

Keywords: Price Perception, Service Quality, Purchase Decision, Starbucks