PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus KFC Naughty by Nature Jakarta)

Siti Wahyuni Anggraini, Siti Wahyuni Anggraini (2021) PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus KFC Naughty by Nature Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui adakah pengaruh harga, promosi, dan kualitas pelayanan terhadap keputusan pembelian di KFC Naughty by Nature Jakarta. Penelitian ini menggunakan metode pendekatan kuantitatif, yang diukur dengan menggunakan analisis regresi linier berganda, serta pengujian hipotesis secara parsial dan simultan dengan dibantu SPSS versi 26.00. Populasi dalam penelitian ini ialah pelanggan KFC Naughty by Nature Jakarta. Sample ini ditentukan berdasarkan metode sampling, dengan jumlah sample yaitu 98 responden. Data yang digunakan pada penelitian ini ialah data premier dan sekunder. Teknik pengumpulan data ini menggunakan google form dan secara langsung diukur dengan menggunakan skala likert. Hasil penelitian ini ialah dapat dibuktikan bahwa untuk variable harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Pada variable promosi secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Dan untuk variable kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan variable harga, promosi, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Harga, Promosi, Kualitas Pelayanan, Keputusan Pembelian ABSTRACT This research aims to determine if there an impact on the price, promotion, aad service quality to the purchase decisions in KFC Naughty by NatureJakarta. The study used quantitative approaches, which were measured using multiple linear regression analyses, as well as partial and simultaneous hypothesis testing with the help of SPSS version 26.00. The target population is customer in KFC Naughty by Nature. The sample is hosted based on the sampling method, with a sample amount of 98 respondents. The data used in this study is the primary and secondary data. Data collection techniques using Google forms and is directly measured on a likert scale. The result of this study proved that the price variables partially positively and significantly effect the purchasing decision. The promotion variable partially has a positively and significantly effect to the purchase decision. And the result of the service quality variable partially positively and significantly effect the purchasing decision. Simultaneously, variable price, promotios, and service quality have a positive and significant on purchasing decisions. Keyword: price, promotions, service quality, buying decisions

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Suhardi, Yusuf 0301056003 yusufsuhardi.stei@gmail.com
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Mrs SITI WAHYUNI ANGGRAINI
Date Deposited:	31 Aug 2021 10:22
Last Modified:	31 Aug 2021 10:22
URI:	http://repository.stei.ac.id/id/eprint/4515

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