HANDAYANI, ESTI TRI (2023) PENGARUH LOKASI, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Kafe Sabanhari Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine how much influence location, promotion and service quality have on purchasing decisions (Case study of the Sabanhari cafe, South Tangerang). The number of samples in this study that used a minimum of 160 respondents. The data collection method used is a survey, the research instrument is a questionnaire. The data analysis method used is descriptive analysis and the hypothesis is tested using the Structural Equation Model (SEM) with the Smart-PLS (Partial Least Square) program. The results of this study indicate that the location variable is positively significant on purchasing decisions, Promotion is positively significant on purchasing decisions, and Service Quality is positively significant on purchasing decisions. Keywords: Location, Promotion, Quality of Service and purchasing decisions Penelitian ini bertujuan untuk menguji seberapa besar Pengaruh Lokasi, Promosi dan Kualitas Pelayanan terhadap Keputusan pembelian (Studi kasus kafe Sabanhari Tangerang Selatan). Jumlah Sampel dalam penelitian ini yang digunakan sebanyak minimum 160 orang responden. Metode pengumpulan data yang digunakan adalah survey, instrumen penelitian ini adalah kuisioner. Metode analisis data yang di gunakan adalah analisis deskriptif dan hipotesis di uji menggunakan Structural Equation Model (SEM) dengan proses SmartPLS (PartialLeast Square) program. Hasil penelitian ini menunjukan bahwa variabel Lokasi positif signifikan terhadap Keputusan pembelian, Promosi positif signifikan terhadap Keputusan pembelian, dan Kualitas Pelayanan positif signifikan terhadap Keputusan pembelian. Kata kunci: Lokasi, Promosi, Kualitas Pelayanan dan keputusan pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 228 |
| Call Number: | SE/31/23/313 |
| NIM/NIDN Creators: | 43119010051 |
| Uncontrolled Keywords: | Lokasi, Promosi, Kualitas Pelayanan dan keputusan pembelian |
| 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 > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Sekar Mutiara |
| Date Deposited: | 06 Oct 2023 07:06 |
| Last Modified: | 06 Oct 2023 07:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81240 |
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