ASTUTI, ATI (2023) PENGARUH HARGA, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pizza Hut Kota Bima). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyse the effect of Price, Service Quality and Promotion on Purchasing Decisions (Study on Pizza Hut Fast Food Restaurant Bima City). The data and information used in this study used primary data obtained from the results of filling out questionnaires using the Likert scale, the population in this study was the people of Bima City. The sample used was 100. This study used a quantitative descriptive approach with Non Probability Sampling techniques. The data source used by researchers is primary data. Data analysis method using Structural Equation Model (SEM) with analysis tools using SmartPLS (Partial Least Square) Version 3.0. The results of this research state that the variables Price, Service Quality and Promotion have a positive and significant effect on Purchasing Decisions at the Pizza Hut Fast Food Restaurant, Bima City. Keywords: Price, Quality of Service, Promotion. Penelitian ini bertujuan untuk menganalisis pengaruh Harga, Kualitas Pelayanan dan Promosi Terhadap Keputusan Pembelian (Studi Pada Restoran Cepat Saji Pizza Hut Kota Bima). Data dan informasi yang digunakan dalam penelitian ini menggunakan data primer yang diperoleh dari hasil pengisian kuesioner dengan menggunakan skala likert, populasi pada penelitian ini yaitu masyarakat kota bima. Sampel yang digunakan yaitu 100. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan teknik Non Probability Sampling. Sumber data yang digunakan oleh peneliti adalah data primer. Metode analisis data menggunakan Structural Equation Model (SEM) dengan alat analisis menggunakan SmartPLS (Partial Least Square) Versi 3.0. Hasil penelitian ini menyatakan bahwa variabel Harga, Kualitas Pelayanan dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Restoran Cepat Saji Pizza Hut Kota Bima. Kata kunci: Harga, Kualitas Pelayanan, Promosi.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 492 |
| Call Number: | SE/31/23/510 |
| NIM/NIDN Creators: | 43119010102 |
| Uncontrolled Keywords: | Harga, Kualitas Pelayanan, Promosi. |
| 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 > 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 14 Dec 2023 08:17 |
| Last Modified: | 14 Dec 2023 08:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84698 |
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