PENGARUH HARGA , KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI KOPI KENANGAN ( STUDI KASUS PADA KONSUMEN DI CIPAYUNG JAKARTA TIMUR )

Halidzah, Fira Aini (2021) PENGARUH HARGA , KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI KOPI KENANGAN ( STUDI KASUS PADA KONSUMEN DI CIPAYUNG JAKARTA TIMUR ). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Halidzah Fira Aini NPM : 21170000282 Program Studi S1 Manajemen Dosen Pembimbing : Drs. Sumitro, M.Sc PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN (Survei Pada Konsumen di Cipayung Jakarta Timur) ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian di kopi kenangan. Harga ,Kualitas Produk dan Kualitas Pelayanan sebagai variabel independen dan variabel dependen dalam peneliatian ini adalah keputusan pembelian. Metode penelitian dalam penelitian ini adalah survei yang dilakukan dengan menyebar kuesioner.Populasi dalam penelitian ini adalah seluruh konsumen kopi kenangan di Cipayung Jakarta Timur. Penentuan sampel menggunakan metode purposive sampling, dengan sampel sebanyak 97 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Pengolahan data dilakukan dengan aplikasi komputerisasi SPSS ver.28 Uji hipotesis secara parsial variabel Harga tidak berpengaruh signifikan terhadap Keputusan Pembelian, besar pengaruh berdasarkan nilai koefisien determinasi parsial sebesar 22%. Variabel Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian, besar pengaruh berdasarkan analisis koefisien determinasi parsial sebesar 67%. Variabel Kualitas Pelayanan berpengaruh signifikan terhadap Keputusan Pembelian, besar pengaruh berdasarkan analisis koefisien determinasi parsial sebesar 70%.dan hasil uji hipotesis secara simultan variabel Harga, Kualitas Produk dan Kualitas Pelayanan berpengaruh signifikan secara bersamaan terhadap Keputusan Pembelian dengan besar pengaruh berdasarkan analisis koefisien determinasi berganda sebesar 76,7% Kata kunci : Harga,Kualitas Produk,Kualitas Pelayanan,Keputusan Pembelian Halidzah Fira Aini NPM : 21170000282 Study Program S1 Management Advisor : Drs. Sumitro, M.Sc PRICES IMPACT, PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASE DECISIONS IN KOPI KENANGAN (Survey on Consumers of Cipayung,East Jakarta) ABSTRACT This study aims to determine the effect of price, Quality Product, and Service Quality on purchasing decisions in e-commerce. Price, Quality Product, and Service Quality are independent variables and the dependent variable in this research is purchasing decisions. The research method in this study is a survey conducted by distributing questionnaires. The population in this study were all kopi kenangan consumers in Cipayung, East Jakarta. Determination of the sample using purposive sampling method, with a sample of 97 respondents. Analysis of the data used in this study is the analysis of the coefficient of partial and multiple determination. Data processing is carried out with the SPSS ver.28 computerized application Partially test the hypothesis that the variables of Price, Quality Product and Service Quality has no a significant effect on Purchasing Decisions, the effect is based on the value of the coefficient of partial determination of the Price variable of 22%, the large influence is based on the analysis of the coefficient of partial determination of the variable Quality Product of 67%, large The influence based on the analysis of the coefficient of partial determination of the Service Quality variable is 70 % and the results of the simultaneous hypothesis testing of Price, Quality Product and Service Quality variables have a significant effect simultaneously on Purchase Decisions with a large influence based on the analysis of the multiple determination coefficient of 76,7%. Keywords: Price, Quality Product, Service Quality, Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSUMITRO, SUMITRO0312045902sumitro@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: HALIDZAH FIRA AINI
Date Deposited: 20 Oct 2021 01:46
Last Modified: 20 Oct 2021 01:46
URI: http://repository.stei.ac.id/id/eprint/5611

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