The Influence of Product Quality, Price, and Promotion on Consumer Purchase Decisions at Garis Coffee in Pontianak City

Abstract

This study aims to analyze the effects of product quality, price, and promotion on consumers’ purchase decisions at Garis Coffee, Pontianak City, within the context of increasingly intense coffee shop competition in South Pontianak. The study employs a quantitative approach with a survey design. Primary data were collected through questionnaires and supported by brief interviews with management to enrich contextual business information, while secondary data were obtained from internal business documents. The sample consisted of 100 respondents selected using purposive sampling, with the criteria that respondents were 17–40 years old and had previously made or were currently making a purchase at Garis Coffee. Data were analyzed using instrument tests, classical assumption tests, and multiple linear regression. The results indicate that the regression model is significant simultaneously (F = 43.850; p < 0.001) and explains 57.8% of the variance in purchase decisions (R² = 0.578; R = 0.760). Partially, product quality (β = 0.239; t = 2.859; p = 0.005), price (β = 0.163; t = 2.226; p = 0.028), and promotion (β = 0.301; t = 4.042; p < 0.001) show that all independent variables have positive and significant partial effects on purchase decisions. These findings confirm that purchase decisions in coffee shops are not determined by a single factor, but by a combination of product attributes, value perceptions reflected through pricing, and promotional effectiveness. The study recommends strengthening quality consistency, implementing measurable pricing strategies, and designing more targeted promotional activities. Future research is encouraged to incorporate variables such as service quality, store atmosphere, and brand image to improve the model’s explanatory power.