PENGARUH KUALITAS PRODUK, HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Toko Dunkin Donuts Tangerang City Mall)

EDATI, HANNILY (2019) PENGARUH KUALITAS PRODUK, HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Toko Dunkin Donuts Tangerang City Mall). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of product quality, price and location on purchasing decisions at Dunkin ’Donuts stores in Tangerang City Mall. The sample of this study is consumers who have made purchases at the Dunkin ’Donuts store in Tangerang City Mall. This research was conducted by 205 respondents with quantitative descriptive approach method, therefore the analytical technique used in this study was multiple linear regression. The results showed that partially product quality (X1), price (X2), location (X3) and service quality (X4) had a significant effect on purchasing decisions (Y). This shows that if the four variables are jointly applied in marketing activities that can affect consumers at Dunkin Donuts stores in Tangerang City Mall in making purchasing decisions. Keywords: Product Quality, Location, Price, Service Quality, Purchasing Decision Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, harga dan lokasi terhadap keputusan pembelian pada toko Dunkin’ Donuts di Tangerang City Mall. Sampel penelitian ini adalah konsumen yang pernah melakukan pembelian di toko Dunkin’ Donuts di Tangerang City Mall. Penelitian ini dilakukan 205 responden dengan metode pendekatan deskriptif kuantitatif oleh karena itu teknik analisis yang digunakan dalam penelitian ini uji regresi linier berganda. Hasil penelitian menunjukan bahwa secara parsial kualitas produk (X1), harga (X2), lokasi (X3) dan kualitas pelayanan (X4) berpengaruh signifikan terhadap keputusan pembelian (Y). Hal ini menunjukkan apabila ke empat variabel tersebut secara bersama-sama diterapkan dalam kegiatan pemasaran yang dapat mempengaruhi konsumen pada toko Dunkin Donuts di Tangerang City Mall dalam melakukan keputusan pembelian. Kata Kunci : Kualitas Produk, Lokasi, Harga, Kualitas Pelayanan, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 536
NIM: 43114110349
Uncontrolled Keywords: Kualitas Produk, Lokasi, Harga, Kualitas Pelayanan, Keputusan Pembelian
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Dec 2019 02:41
Last Modified: 07 Jan 2020 06:25
URI: http://repository.mercubuana.ac.id/id/eprint/52493

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