PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN LAYANAN GOFOOD

PUSPITASARI, SERLI (2023) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN LAYANAN GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Product Quality, Service Quality, and Promotion on Purchase Decisions through GoFood services. The population in this study are consumers who have purchased using GoFood services. The sample used in this study was 100. The sampling method used in this study was the purposive sampling technique, namely the sampling technique of data sources with certain considerations. The data collection method uses primary data, where the data is data obtained directly from research sources either from individuals or individuals, the data includes interviews and from filling out questionnaires. The method in data processing in this research is using Structural Equation Modeling - Partial Least Square (commonly referred to as SEM-PLS) through the SmartPLS 3.0 software application. The results showed that product quality (X1) had no significant effect on purchasing decisions, service quality (X2) had a significant effect on purchasing decisions, and promotion (X3) had a significant effect on purchasing decisions. Keywords: Product Quality, Service Quality, Promotion, Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Kualitas Pelayanan, dan Promosi terhadap Keputusan Pembelian melalui layanan GoFood. Populasi pada penelitian ini yaitu konsumen yang pernah membeli dengan menggunakan layanan GoFood. Sampel yang digunakan dalam penelitian ini sebanyak 100. Metode penarikan sampel yang digunakan dalam penelitian ini adalah Teknik Purposive Sampling, yaitu teknik pengambilan sampel sumber data dengan pertimbangan tertentu. Metode pengumpulan data menggunakan data primer, yaitu dimana data tersebut merupakan data yang didapat langsung dari sumber penelitian baik dari individu atau perseorangan, data tersebut meliputi wawancara maupun dari pengisian kuesioner. Metode dalam pengolahan data dalam penelitian ini adalah menggunakan Structural Equation Modeling - Partial Least Square (yang biasa disebut sebagai SEM-PLS) melalui aplikasi lunak SmartPLS 3.0. Hasil penelitian menunjukan bahwa kualitas produk (X1) berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, kualitas pelayanan (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian, dan promosi (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 240
Call Number: SE/31/23/328
NIM/NIDN Creators: 43119010224
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Promosi, 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
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 19 Oct 2023 04:16
Last Modified: 19 Oct 2023 04:16
URI: http://repository.mercubuana.ac.id/id/eprint/81706

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