PENGARUH KUALITAS LAYANAN GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MITRA GOFOOD

SETIAWAN, RANDA AGUS (2020) PENGARUH KUALITAS LAYANAN GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MITRA GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of service quality, lifestyle and promotion on purchasing decisions for gofood partner products (case study of users of the gofood area application in Tangerang City). This research was conducted on 150 respondents with quantitative methods, data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses LISREL version 8.80. The results of this study indicate that service quality positively and significantly influences purchasing decisions, lifestyle does not significantly influence purchasing decisions. And promotion has a positive and significant effect on Purchasing Decisions. Keywords: Service Quality, Lifestyle, Promotion, Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, gaya hidup dan promosi terhadap keputusan pembelian produk mitra gofood (studi kasus pengguna aplikasi gofood area Kota Tangerang). Penelitian ini dilakukan pada 150 responden dengan metode kuantitatif, metode pengumpulan data menggunakan metode survey, dengan isntrumen penelitian adalah kuesioner. Metode analisis data menggunakan LISREL version 8.80. Hasil penelitian ini menunjukan bahwa kualitas layanan berpengaruh secara positif dan signifikan terhadap keputusan pembelian, gaya hidup tidak berpengaruh signifikan terhadap keputusan pembelian. Dan promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Kualitas Layanan, Gaya Hidup, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
NIM: 43115110376
Uncontrolled Keywords: Kualitas Layanan, Gaya Hidup, Promosi, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Jan 2020 04:28
Last Modified: 14 Jan 2020 04:28
URI: http://repository.mercubuana.ac.id/id/eprint/53500

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