PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Kafe Kedai Lante Satu Jakarta Barat)

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.

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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

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 391
NIM/NIDN Creators: 43120010388
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Lokasi, Keputusan Pembelian, Kedai Kopi, Kafe
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 022 Administration of The Physical Plant/Administrasi dan Fisik Perpustakaan > 022.1 Location and Site/Lokasi
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: khalimah
Date Deposited: 04 Oct 2024 08:22
Last Modified: 04 Oct 2024 08:22
URI: http://repository.mercubuana.ac.id/id/eprint/92181

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