SUDRAJAT, EKO BUDI (2021) Pengaruh Citra Merek, Kualitas Pelayanan, Lokasi terhadap Keputusan Pemilihan Cafe Intervening Kepercayaan Masa Pandemi Covid-19. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research was conducted to analyze the influence of Brand Image, Service Quality, Location on Cafe Selection Decisions through Intervening Trust in Lampoh Coffee. The data used in this study is questionnaire data taken from 165 respondents using convenience sampling. Meanwhile, the data analysis was performed using quantitative statistics using Structural Equation Modeling (SEM) assisted by LISREL version 9.2 software. The results showed that Brand Image, Service Quality, and Location had a significant effect on Trust, and also Trust had a significant effect on Election Decisions. In the research results, direct and indirect relationships, both their image, service quality, and location directly have a significant effect on the selection decision. Likewise, indirectly through a trust has a significant effect on the Election Decision. The results of this study can be used as a reference both academically and practically in implementation management by Lampoh Coffee. Keywords: Brand Image, Service Quality, Location, Trust, Selection Decision Penelitian ini dilakukan untuk menganalisa pengaruh Pengaruh Citra Merek, Kualitas Pelayanan, Lokasi terhadap Keputusan Pemilihan Cafe melalui Intervening Kepercayaan di Lampoh Coffee. Data yang digunakan pada penelitian ini adalah data kuesioner yang diambil dari 165 responden menggunakan Convenience Sampling. Sedangkan Analisa data dilakukan secara kuantitatif statistik secara Structural Equation Modeling (SEM) dibantu dengan software LISRELversi 9.2. Hasil penelitian menunjukkan bahwa Citra Merek, Kualitas Layanan, dan Lokasi berpengaruh signifikan terhadap Kepercayaan, dan juga Kepercayaan berpengaruh signifikan terhadap Keputusan Pemilihan. Pada hasil penelitan hubungan langsung dan tidak langsung, baik Citra Mereka, Kualitas Layanan dan juga Lokasi secara langsung berpengaruh signifikan terhadap Keputusan Pemilihan. Begitu juga secara tidak langsung melalui Kepercayaan berpengaruh signifikan terhadap Keputusan Pemilihan. Hasil penelitian ini dapat dijadikan acuan baik secara akademik ataupun praktisi dalam manajemen implementasi oleh Lampoh Coffee. Keywords : Citra Merek, Kualitas Pelayanan, Lokasi, Kepercayaan, Keputusan Pemilihan
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55117110105 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Pelayanan, Lokasi, Kepercayaan, Keputusan Pemilihan |
| 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 > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 04 Jul 2023 01:34 |
| Last Modified: | 04 Jul 2023 01:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78676 |
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