VIVI DALVIONI, VIVI (2021) PENGARUH MOTIVASI KONSUMEN, KUALITAS PELAYANAN, DAN WORD OF MOUTH DALAM MASA PANDEMI TERHADAP KEPUTUSAN PEMBELIAN MCDONALD’S ( Studi Kasus McDonald's Cabang Arion ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh motivasi konsumen, kualitas pelayanan, dan word of mouth dalam masa pandemi terhadap keputusan pembelian McDonald’s. Penelitian ini menggunakan strategi asosiatif. Metoda yang digunakan dalam penelitian ini adalah metoda survei, dengan menggunakan kuesioner sebagai alat pengumpulan data. Pendekatan dalam penelitian ini adalah pendekatan kuantitatif. Populasi dari penelitian ini adalah seluruh konsumen McDonald cabang Arion. Sampel penelitian ini berdasarkan teknik purposive sampling, dengan sampel sebanyak 80 responden. Teknik pengolahan data dengan menggunakan analisis koefisien determinasi (R2) dan pengujian hipotesis secara parsial maupun simultan. Hasil penelitian ini menunjukkan bahwa secara parsial kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian pada McDonald’s cabang Arion, sedangkan motivasi konsumen dan word of mouth tidak berpengaruh signifikan terhadap keputusan pembelian pada McDonald’s cabang Arion. Namun, secara simultan motivasi konsumen, kualitas pelayanan, dan word of mouth berpengaruh terhadap keputusan pembelian pada McDonald’s cabang Arion. . This study aims to determine how much influence consumer motivation, service quality, and word of mouth during the Covid-19 pandemic toward McDonald’s purchasing decisions. This study uses an associative strategy. The method used in this study is a survey method, using a questionnaire as a data collection tool. The approach in this research is a quantitative approach. The population of this research is all consumers of McDonald's Arion branch. The sample of this study was based on purposive sampling technique, with a sample of 80 respondents. The data processing technique uses the analysis of the coefficient of determination (R2) and partial or simultaneous hypothesis testing. The results of this study indicate that partially service quality has a significant effect on purchasing decisions at McDonald’s Arion branch, while consumer motivation and word of mouth have no significant effect on purchasing decisions at McDonald’s Arion branch. However, simultaneously consumer motivation, service quality, and word of mouth effect purchasing decisions at McDonald’s Arion branch.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | VIVI DALVIONI DALVIONI | ||||||||
| Date Deposited: | 10 Oct 2021 14:04 | ||||||||
| Last Modified: | 10 Oct 2021 14:04 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5457 |
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