The Effect Of Taste Variety And Customer Satisfaction On Consumer Purchasing Decisions

Abstract

This research was conducted on another coffee frienchise Hati Bogor which is located at Jl. Sukasari Bogor. The purpose of this research is to find out the Effect of Variation in Taste and Customer Satisfaction on Purchasing Decisions (Case Study on Other Coffee Hearts in Bogor). The research was conducted by survey method using primary data obtained from the results of the questionnaire spread as many as 38 as a sample to get respondents from other coffee Hearts Bogor. The results of the research analysis used spss computer application with the results of regression analysis Y= 10,932+0.443X1 + 0.363X2 , variable X of 0.443 and variable X2 of 0.363. This indicates the influence that The Variation in Taste and Customer Satisfaction has a positive and significant effect on purchasing decisions, indicated by a determination coefficient of 0.201. value F count = 5,657 > F table = 3.26 then, it can be concluded that there is a significant relationship between Taste Variation (X1) and Customer Satisfaction (X2) together