PENGARUH KUALITAS PELAYANAN, INOVASI PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP JANJI JIWA

RIFKI, AHMAD (2022) PENGARUH KUALITAS PELAYANAN, INOVASI PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP JANJI JIWA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of service quality, product innovation, and promotion on the purchasing decision of Janji Jiwa. Respondents in this study were Promise Jiwa consumers in the South Meruya area, West Jakarta. This research was conducted on 190 respondents. Data was collected by distributing questionnaires to the head of the Janji Jiwa consumer in West Jakarta. The data analysis technique was used from the structural equation model (SEM), namely partial least square (PLS). The results of this study indicate that the service quality variable has a positive and significant effect on the Janji Jiwa purchasing decision, product innovation has a positive and significant impact on the Janji Jiwa purchasing decision and promotion has a positive and significant impact on the Janji Jiwa purchase decision. Therefore, it is important for Janji Jiwa to improve service quality, product innovation, and promotions to improve consumer purchasing decisions. Keywords : Service Quality, Product Innovation, Promotion, Purchase Decision. Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Pelayanan, Inovasi Produk, dan Promosi terhadap Keputusan Pembelian Pada Coffee Shop Janji Jiwa. Responden pada penelitian ini adalah konsumen Janji Jiwa di wilayah Meruya Selatan,Jakarta Barat. Penelitian ini dilakukan terhadap 190 responden. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner kepada konsumen Janji Jiwa di Jakarta Barat. Teknik analisis data digunakan dari structural equation model (SEM) yaitu partial least square (PLS). Hasil penelitian ini menunjukkan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Janji Jiwa, inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian Janji Jiwa dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian Janji Jiwa. Oleh karena itu, penting bagi Janji Jiwa untuk meningkatkan kualitas pelayanan, inovasi produk, dan promosi untuk meningkatkan keputusan pembelian konsumen. Kata Kunci : Kualitas Pelayanan, Inovasi Produk, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 051
Call Number: SE/31/23/202
NIM/NIDN Creators: 43118010111
Uncontrolled Keywords: Kualitas Pelayanan, Inovasi Produk, Promosi, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.75 Specific Types of Data Files and Databases/Jenis Spesifik File Data dan Pangakalan Data > 005.759 Full-Text Database Management Systems/Sistem Manajemen Database Teks Penuh
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 29 May 2023 04:35
Last Modified: 29 May 2023 04:35
URI: http://repository.mercubuana.ac.id/id/eprint/77206

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