SALSABILA, SYLVI (2025) PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI KONSUMEN PADA WARUNG PRASMANAN MAS INDRA DI ITC PERMATA HIJAU. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (436kB) | 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 (254kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (328kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (298kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (761kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (149kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (244kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (952kB) |
Abstract
This research aims to analyze the influence of Service Quality, Price Perception, and Promotion on Consumer Purchase Interest at Warung Prasmanan Mas Indra. This research is quantitative using primary data obtained (directly from data sources) using a questionnaire. The population in this study were consumers who came to buy at Warung Prasmanan Mas Indra. The sample used in this research was 185 respondents. The sampling technique uses purposive sampling using a quantitative approach. The data analysis method used is Structural Equation Modeling (SEM) and data processing uses Smart Partial Least Square (PLS) software. The research results show that Service Quality has a positive and significant effect on Buying Interest, which means that the better the quality of service provided, the higher the consumer's buying interest. Price Perception also has a positive and significant effect on Purchase Intention, indicating that prices that consumers consider appropriate can increase their desire to purchase. In addition, Promotion has a positive and significant effect on Purchase Interest, indicating that the more attractive and effective the promotional strategy implemented, the greater the consumer's interest in making a purchase. Keywords: Service Quality, Price Perception, Promotion, Purchase Interest Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Pelayanan, Persepsi Harga, dan Promosi terhadap Minat Beli Konsumen Warung Prasmanan Mas Indra. Penelitian ini yaitu kuantitatif menggunakan data primer diperoleh (langsung dari sumber data) memakai kuesioner. Populasi pada penelitian ini adalah konsumen yang datang membeli di Warung Prasmanan Mas Indra. Sampel yang digunakan dalam penelitian ini sebanyak 185 responden. Teknik pengambilan sampel menggunakan Purposive Sampling dengan menggunakan pendekatan kuantitatif. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) dan pengolahan data menggunakan software Smart Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Minat Beli yang berarti semakin baik kualitas pelayanan yang diberikan semakin tinggi minat beli konsumen. Persepsi Harga juga berpengaruh positif dan signifikan terhadap Minat Beli menunjukkan bahwa harga yang dianggap sesuai oleh konsumen dapat meningkatkan keinginan mereka untuk membeli. Selain itu, Promosi berpengaruh positif dan signifikan terhadap Minat Beli, menunjukkan bahwa semakin menarik dan efektif strategi promosi yang diterapkan, semakin besar ketertarikan konsumen untuk melakukan pembelian. Kata Kunci: Kualitas Pelayanan, Persepsi Harga, Promosi, Minat Beli
Actions (login required)
 |
View Item |
