GUNADI, AHMAD (2018) PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS COFFEE DI CILANDAK TOWNSQUARE. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT This research was conducted to find out how big influence of brand image and service quality to purchase decision. This research uses two independent variable that is brand image and service quality. The research method used is a causal method with consumer research object Starbucks Coffee located in Cilandak Townsquare Jakarta. Sampling technique using sampling method using simple random sampling with sample of 96 respondents by using descriptive approach quantitative. Therefore the data analysis used is statistical analysis in the form of multiple linear regression test. The results of the data are processed through statistical calculations through the use of SPSS 22. The results obtained after a partial test (t test) with a significance level of 5% indicates that the brand image has a negative and significant influence, whereas on the contrary the quality of service has a positive and significant to the decision to purchase products at Starbucks Coffee at Cilandak Townsquare Keywords: Brand Image, Service Quality, Purchase Decision ABSTRAK Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh citra merek dan kualitas pelayanan terhadap keputusan pembelian. Penelitian ini menggunakan dua variabel bebas yaitu citra merek dan kualitas pelayanan. Metode penelitian yang digunakan adalah metode kausal dengan objek penelitian konsumen Starbucks Coffee yang berada di Cilandak Townsquare Jakarta. Teknik pengambilan sampel menggunakan sampling menggunakan metode simple random sampling dengan sampel sebesar 96 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu analisis data yang digunakan ialah analisis statistik dalam bentuk uji regresi linier berganda. Hasil dari data-data diproses melalui perhitungan statistik melalui penggunaan SPSS 22. Hasil penelitian yang telah didapatkan setelah melakukan uji parsial (uji t) dengan level signifikansi 5% menunjukan bahwa citra merek berpengaruh negatif dan signifikan, sedangkan sebaliknya pada kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian produk di Starbucks Coffee di Cilandak Townsquare. Kata kunci:Citra Merek, Kualitas Pelayanan, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 18 021 |
| NIM/NIDN Creators: | 43114310101 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Pelayanan, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 13 Jan 2024 07:03 |
| Last Modified: | 13 Jan 2024 07:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85342 |
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