FIRM SUCCESS FACTOR ANALYSIS OF PW COFFEE LAB BASED ON PRICE, PRODUCT QUALITY, AND PROMOTION

Abstract

The purpose of this research is to determine the factors affecting firm success based on product quality, price, and promotion. This research is a quantitative research. In order to collect the data, the researcher distributed questionaires to students in Universitas Ciputra. The researcher needed to spread 98 questionnaires and measured the responses with the Likert scale. The analysis tool of this research is Analysis Factor and processed with SPSS software. From the analysis, the researcher finds that variables Price, Product Quality, and Promotion have a significant effect towards firm success.