PENGARUH KEPUASAN PELANGGAN, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN NEGIYA EXPRESS

Rahayu, Bella Febry (2023) PENGARUH KEPUASAN PELANGGAN, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN NEGIYA EXPRESS. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh variabel bebas yaitu kepuasan pelanggan (X1), lokasi (X2) dan promosi (X3) terhadap variabel terikat yaitu keputusan pembelian (Y). Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, diukur menggunakan bantuan software SPSS (software product and service solution) versi 26. Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner sebagai pengambilan sampel. Populasi dari penelitian ini adalah seluruh pelanggan restoran Negiya Express di PIK dan MOI. Data yang digunakan pada penelitian ini berupa data primer dan data sekunder. Teknik pengambilan sampel menggunkan teknik non probability sampling. Hasil penelitian membuktikan bahwa (1) Terdapat pengaruh kepuasan pelanggan terhadap keputusan pembelian (2) Terdapat pengaruh lokasi terhadap keputusan pembelian (3) Terdapat pengaruh promosi terhadap keputusan pembelian. Kata Kunci : Kepuasan Pelanggan, Lokasi, Promosi dan Keputusan Pembelian. ABSTRACT This study aims to provide an explanation of how the influence of the independent variables, namely customer satisfication (X1), location (X2) and promotion (X3) on the dependent variable, namely purchase decision (Y). This study used a quantitative approach associative research, measured using the SPSS (software product and service solution) version 26. This study used a quantitative method by distributing questionnaires as a sample. The population of this research is all users of customers of Negiya Express Restaurant at PIK and MOI.. The data used in this research is primary data and secondary data. The sampling technique uses a non-probability sampling technique. The results of the study prove that (1) There is an influence of customer satisfication on purchasing decisions (2) There is an influence of location on purchasing decisions (3) There is an influence of promotion on purchasing decisions.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Maliki, Farmansjah NIDN0303126803 farmansjah@stei.ac.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	BELLA FEBRY RAHAYU
Date Deposited:	02 Aug 2023 08:01
Last Modified:	02 Aug 2023 08:01
URI:	http://repository.stei.ac.id/id/eprint/10690

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