SISROWI, ENRICO MUHAMMAD (2024) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Kafe Kedai Lante Satu Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (513kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (224kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (382kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (262kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (532kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (160kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (219kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (924kB) |
Abstract
There has been significant growth in the café business sector. However, at Kedai Lante Satu café, there has been a decline in sales. This research aims to examine the influence of product quality, price perception, and location on purchasing decisions. The population in this study consists of consumers who made purchases at Kedai Lante Satu café. A sample of 189 consumers was used, calculated using the Hair formula. The research design employed is causal research design. The sampling method used was non-probability purposive sampling. Data collection was conducted through surveys, with the research instrument being a questionnaire. Respondent data analysis was performed using descriptive statistical methods with SPSS version 25, as well as outer model analysis, inner model analysis, and hypothesis testing using SmartPLS version 3. The research results indicate that product quality has a significant influence on purchasing decisions. Price also has a significant influence on purchasing decisions. However, location does not have a significant influence on purchasing decisions. Keywords: Product Quality, Price Perception, Location, Purchasing Decisions, Coffeeshop, Cafe Terdapat pertumbuhan secara signifikan dalam bidang usaha kafe. Namun, di dalam usaha kafe Kedai Lante Satu terdapat penurunan penjualan. Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, persepsi harga, dan lokasi terhadap keputusan pembelian. Populasi dalam penelitian ini adalah konsumen yang sudah melakukan pembelian di kafe Kedai Lante Satu. Sampel yang digunakan sebanyak 189 konsumen, dihitung berdasarkan rumus Hair. Desain penelitian yang digunakan pada penelitian ini adalah desain penelitian kausal. Metode penarikan sampel menggunakan non-probability purposive sampling. Pengumpulan data dilakukan melalui survei dengan instrumen penelitian berupa kuesioner. Analisis data responden dilakukan dengan metode statistik deskriptif menggunakan aplikasi SPSS versi 25 serta analisis data outer model, inner model, dan uji hipotesis menggunakan SmartPLS versi 3. Hasil penelitian menunjukkan bahwa kualitas produk memiliki pengaruh yang signifikan terhadap keputusan pembelian. Harga juga memiliki pengaruh signifikan terhadap keputusan pembelian. Namun, lokasi tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Persepsi Harga, Lokasi, Keputusan Pembelian, Kedai Kopi, Kafe
Actions (login required)
 |
View Item |
