Wicaksono, Kevin (2021) PENGARUH KUALITAS PELAYANAN, HARGA, LOKASI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Angkringan AKROPI Rawasari). Skripsi thesis, Sekolah Tinggi Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kualitas pelayanan, harga, lokasi, dan word of mouth terhadap keputusan pembelian. Populasi pada penelitian ini yaitu seluruh konsumen pada angkringan AKROPI Rawasari. Strategi yang digunakan dalam penelitian ini adalah strategi kuantitatif, dan metoda pengambilan sampel menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 100 responden yang diukur dengan perhitungan koefisien korelasi (parsial dan simultan) serta analisis data yang digunakan adalah koefisien jalur (Path Coefficients). Berdasarkan hasil perhitungan statistik menunjukkan : nilai sig. t variabel kualitas pelayanan terhadap keputusan pembelian sebesar 0,142. Dimana nilai sig. t lebih besar dari 0,05. nilai sig. t variabel harga terhadap keputusan pembelian sebesar 0,000 dan nilai sig. t lebih kecil dari 0,05. nilai sig. t variabel lokasi terhadap keputusan pembelian sebesar 0,001. Dimana nilai sig. t lebih kecil dari 0,05. nilai sig. t variabel word of mouth terhadap keputusan pembelian sebesar 0,004. Dimana nilai sig. t lebih kecil dari 0,05. Nilai R2 terhadap keputusan pembelian sebesar 81%. Kesimpulannya adalah: kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Kualitas Pelayanan, Harga, Lokasi, Word of Mouth, Keputusan Pembelian This research aims to find out how the effect of service quality, price, location, and word of mouth on purchasing decisions. The population in this study is all consumers angkringan AKROPI in Rawasari The strategy used in this study is quantitative strategy, and sampling method using purposive sampling technique with the number of samples as many as 100 respondents measured by calculation of correlation coefficient (partial and simultaneous) and data analysis used is path coefficients. Based on the results of statistical calculations shows: sig value. t variable quality of service to purchasing decisions amounted to 0.142. Where's the sig value. t greater than 0.05. sig value. t variable price against purchase decision of 0.000 and sig value. t is smaller than 0.05. sig value. t location variable against the purchase decision of 0.001. Where's the sig value. t is smaller than 0.05. sig value. t variable word of mouth against the purchase decision of 0.004. Where's the sig value. t is smaller than 0.05. The value of R2 to the purchase decision is 81%. The conclusion is: the quality of service has a positive and insignificant effect on the purchase decision, the price has a positive and significant effect on the purchase decision, the location has a positive and significant effect on the purchase decision. Word of mouth has a positive and significant effect on purchasing decisions. Keywords: Service Quality, Price, Location, Word of Mouth, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr KEVIN WICAKSONO | ||||||||
| Date Deposited: | 16 Nov 2021 16:07 | ||||||||
| Last Modified: | 16 Nov 2021 16:07 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5859 |
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