ANDRIYANI, SELFIYA (2019) PENGARUH HARGA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BUKU GRAMEDIA HARAPAN INDAH, BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT The purpose of this study is to find out the effect of price, location, and service quality oh purchase decisions at Gramedia Bookstore (Study on Customers Gramedia Bookstore Harapan Indah, Bekasi). The population in this study were all customers of Gramedia Harapan Indah Bookstore, Bekasi in stock with an infinite number. The number of samples used is as many as 100 respondents with the criteria of customers who had visited and bought at Gramedia Harapan Indah Bookstore, Bekasi. The sampling method used Non Probability Sampling. The sampling technique in this study used a Purposive Sampling technique. The results of the study suggest that prices hace a positive but not significant effect on purchasing decisions. Location has a positive and significant effect oh purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Keyword : Price, Location, Service Quality, Purchase Decision ABSTRAK Tujuan penelitian ini adalah untuk mengetahui Pengaruh Harga, Lokasi, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Toko Buku Gramedia (Studi pada Konsumen Toko Buku Gramedia Harapan Indah, Bekasi). Populasi dalam penelitian ini adalah seluruh konsumen Toko Buku Gramedia Harapan Indah, Bekasi dengan jumlah tidak terhingga. Jumlah sampel yang digunakan adalah sebanyak 100 orang responden dengan kriteria pelanggan yang pernah berkunjung dan membeli di Toko Buku Gramedia Harapan Indah, Bekasi, Metode pengambilan sampel menggunakan Non Probability Sampling. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik Purposive Sampling. Hasil penelitian menunjukkan bahwa harga berpengaruh positif namun tidak signifikan terhadap keputusan pembelian. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Harga, Lokasi, Kualitas Pelayanan, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 19 045 |
| NIM/NIDN Creators: | 43116320026 |
| Uncontrolled Keywords: | Kata Kunci : Harga, Lokasi, Kualitas Pelayanan, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 28 Jul 2022 09:02 |
| Last Modified: | 28 Jul 2022 09:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/66402 |
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