AZ-ZAHRAH, SARAH (2023) PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kedai Kopi Bertiga Bintaro Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to test the quality of service, promotion, and product quality against purchasing decisions (Three Coffee Studies). The population of this study was visitors to Kopi Bertiga Bintaro, South Tangerang. The research sample used was a minimum of 150 respondents. The data collection method used is a survey, this research instrument is a questionnaire. The data analysis method used is descriptive analysis and hypothesis tested using the Structural Equation Model (SEM) with the Smart-PLS (Partial Least Square) program process. The results of this study show that the variables of Service Quality have a positive and significant effect on Purchasing Decisions, Promotions have a positive and significant effect on Purchasing Decisions, and Product Quality has a positive and significant effect on Purchasing Decisions. Keywords: Quality of Service, Promotion, Product Quality, Purchasing Decision. Tujuan penelitian ini adalah untuk menguji Kualitas Pelayanan, Promosi, Dan Kualitas Produk Terhadap terhadap Keputusan Pembelian (Studi Kopi Bertiga Bintaro Tangerang Selatan). Populasi penelitian ini adalah pengunjung Kopi Bertiga Bintaro Tangerang Selatan. Sampel penelitian yang digunakan sebanyak minimum 150 responden. Metode pengumpulan data yang digunakan adalah survey, instrumen penelitian ini adalah kuisioner. Metode analisis data yang digunakan adalah analisis deskriptif dan hipotesis yang diuji menggunakan Structural Equation Model (SEM) dengan proses Smart-PLS (Partial Least Square) program. Hasil penelitian ini menunjukkan bahwa variabel Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Kualitas Pelayanan, Promosi, Kualitas Produk, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 229 |
| Call Number: | SE/31/23/314 |
| NIM/NIDN Creators: | 43119010050 |
| Uncontrolled Keywords: | Kualitas Pelayanan, Promosi, Kualitas Produk, Keputusan Pembelian. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Sekar Mutiara |
| Date Deposited: | 06 Oct 2023 07:09 |
| Last Modified: | 06 Oct 2023 07:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81243 |
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