Pricing on Consumer Purchasing Decisions at Coffee Shop in East Jakarta


  • Tanjung Prasetyo Fakultas Ekonomi dan Bisnis, Universitas Sahid Jakarta
  • Muhamad Ramadhani Fakultas Ekonomi dan Bisnis, Universitas Sahid Jakarta
  • Muhamad Ardan Fakultas Ekonomi dan Bisnis, Universitas Sahid Jakarta



Pricing, Costumer Purchasing Decisions, Coffee Shop


The purpose of this study was to analyze the effect of pricing on purchasing decisions at the East Jakarta Bro and Brew coffee shop. Quantitative descriptive is the method used in this research. The population is 6,800 consumers at the Bro and Brew coffee shop and 100 consumers are respondents who use the Slovin formula. The questionnaire as a container for obtaining primary data for this study used a Likeart scale using the SPSS version 26 program, namely the reliability test of the model with the Cronbach Alpha formula, a simple linear regression data analysis technique. The results of testing the hypothesis obtained a positive slope value of 3.461, which means that there is a significant influence between price on consumer purchasing decisions with an influence level of 80%, it can be said that the price hypothesis test influences consumer decisions (Ho is rejected) at the Bro and Brew coffee shop, East Jakarta.


Download data is not yet available.


Anonim. 2008. Petunjuk Penulisan Proposal Penelitian dan Skripsi. Yogyakarta: Program Pascasarjana Universitas Gadjah Mada.

Armstrong, Gary dan Philip Kotler. 2012. Dasar-dasar Pemasaran. Jilid 1, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta: Penerbit Prenhalindo.

Kotler, Philip and Amstrong. 2015. Principle of Marketing. 15th edition, New Jersey: Prentice-Hall Published.

Kotler, Philip and Kevin Lane Keller. 2016. Marketing Management, 15th Edition, Pearson Education, Inc

Mullins, John W dan Walker Jr, Orville C. 2013. Marketing Management: A Strategic Decision-Making Approach, 8th Edition, McGraw-Hill International Edition.

Sekaran, U. 2003. Research Methods for Business.: John Wiley & Sons, Inc. USA.

Siregar, Syofian. 2013. “Metode Penelitian Kuantitatif: Dilengkapi Perbandingan Perhitungan Manual & SPSS”, Jakarta: Kencana Prenada Media Group.

Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta

Sugiyono. 2020. Metodologi Penelitian dan Pengembangan. Bandung: Alfabeta

Supranto, J. 1003. Metode Riset. Jakarta: Rineka Cipta.



Abstract Views: 225 | File Downloads: 135