PENGARUH PROMOSI, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen BAKS Coffee & Kitchen Buaran)

Febriani, Annisha (2019) PENGARUH PROMOSI, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen BAKS Coffee & Kitchen Buaran). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh promosi, persepsi harga dan kualitas pelayanan terhadap keputusan pembelian di BAKS Coffee & Kitchen Buaran. Strategi penelitian ini adalah strategi kuantitatif. Teknik pengumpulan data menggunakan metode survey dengan pengamatan langsung dan menyebar kuisioner kepada responden. Penelitian ini diuji menggunakan hipotesis uji t & uji p-value dengan metode Structural Equation Modeling (SEM PLS) menggunakan SmartPLS 3.0. Hasil penelitian ini menyatakan (1) Promosi secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian konsumen ; (2) Persepsi Harga secara parsial berpengaruh signifikan terhadap keputusan pembelian konsumen ; (3) Kualitas pelayanan secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian konsumen. Kata Kunci : Promosi, Persepsi Harga, Kualitas Pelayanan, Keputusan Pembelian ABSTRACT This study aims to determine the effect of promotion, price perception and service quality on purchasing decisions at BAKS Coffee & Kitchen Buaran. Research strategy is quantitative strategy. Data collection techniques using survey method with direct observation and this study spreads questionnaires to respondents. This research was tested using the hypothesis of the t test & p-value test with the Structural Equation Modeling (SEM PLS) method using SmartPLS 3.0. The results of this study states (1) Partial promotion does not significantly influence consumer purchasing decisions; (2) Price partially has a significant effect on consumer purchasing decisions; (3) Service quality partially does not significantly influence consumer purchasing decisions. Keywords: Promotion, Price, Service Quality, Purchasing Decisions

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Hariyanto, Jusuf UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	15 Dec 2021 03:19
Last Modified:	15 Dec 2021 03:19
URI:	http://repository.stei.ac.id/id/eprint/6260

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