Analisis Dampak Ulasan Konsumen Terhadap Keputusan Pembelian di CW Coffee Kota Pontianak

Abstract

This study aims to analyze the factors influencing consumer purchasing power at CW Coffee, Pontianak City. The method used is a quantitative approach through a survey of 100 respondents who are customers of CW Coffee. The factors examined include product quality, price, customer experience, consumer reviews, and customer service. The collected data were analyzed using multiple regression analysis to determine the influence of each factor on purchasing decisions. The results show that product quality and customer experience have a significant impact on consumer purchasing power, while price and consumer reviews have a moderate effect. In addition, customer service plays an important role in enhancing customer satisfaction and loyalty, which in turn can drive positive purchasing decisions. These findings provide insights for CW Coffee management on the importance of improving product quality and customer experience to attract more consumers.