Pengaruh Pengalaman Pelanggan, Lokasi dan Persepsi Nilai terhadap Minat Beli Konsumen Kopi Tuku Vida Bekasi

Rahmawati, Habibah Noer (2026) Pengaruh Pengalaman Pelanggan, Lokasi dan Persepsi Nilai terhadap Minat Beli Konsumen Kopi Tuku Vida Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of customer experience, location and perception of value on consumer buying interest Kopi Tuku Vida Bekasi. This study uses quantitative methods with a population of consumers of coffee Tuku Vida Bekasi. The sample of 97 respondents were determined using lemeshow formula with purposive sampling technique. The Data were collected through questionnaire distribution and analyzed using validity test, reliability test, classical assumption test, multiple linear regression analysis, Partial Test (t test), simultaneous test (F test), and coefficient of determination test (R2) using SPSS version 27. The results showed that the customer experience has no effect and no significant effect on buying interest with regression coefficient of 0.055, the value of t count of 0.668 < 1.985 t table and a significant value of 0.506 < 0.05,. Location has a positive and significant effect on buying interest with regression coefficient of 0.191, calculated t value of 3.698 > 1.985 t table and significant value of 0.000 < 0.05. Value perception has a positive and significant effect on buying interest with regression coefficient of 0.292, calculated t value of 2.803 > 1.985 t table and significant value of 0.006 < 0.05. Based on the value of Standardized Coefficients (Beta) of 0.408, location is a variable that has the most dominant influence on buying interest. Simultaneously, customer experience, location and perception of value have a positive and significant effect on buying interest, with a calculated f value of 42.968 and a significant 0.000. The value of the coefficient of determination (R2) Adjusted R Square is 0.567 which means 56.7% of the variable buying interest can be explained by the three independent variables, while the remaining 43.3% is explained by other variables outside this study.

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