Improving Quality Conscious Decision-Making on Customers at a Family Coffee Shop, Pematangsiantar


  • Rifin Khong Universitas Pelita Harapan
  • Lila Maria Kaban Universitas Pelita Harapan Medan
  • Finie Djingga



LMC is one of the famous and legendary cafes in Pematangsiantar. However, there are several problems regarding service quality, brand image, and product differentiation which can cause a decrease in product sales. Therefore, this research examines whether service quality,  brand image, and product differentiation can influence customers quality conscious decision-making at LMC, Pematangsiantar. In this study, the writer uses the research quantitative method implementing a survey design. The convenience sampling method is used to collect the sample and the total respondents are 110 customers. The results show that service quality, brand image, and product differentiation have a partial and simultaneous influence on quality conscious decision-making, thus the manager should focus on those marketing strategies to better improve the sales of the café.


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