Langi, Damaris Allo (2022) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM ISI ULANG MEREK AIR BIRU DI TEBET BARAT. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan ini untuk mengetahui dan menganalisis kualitas produk, kualitas pelayanan, dan lokasi terhadap keputusan pembelian di Air Minum Isi Ulang Merek Air Biru di Tebet Barat Jakarta Selatan. Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh konsumen air minum isi ulang merek Air Biru di Tebet Barat Jakarta Selatan. Sampel penelitian ini adalah sejumlah 96 responden yang sudah berlangganan pembelian air minum isi ulang merek Air Biru sejak bulan Januari 2022 sampai bulan Juni 2022. Penelitian ini menggunakan purposive sampling yang masuk kedalam non probabilitas sampling. Karena populasi penelitian tidak diketahui sehingga penentuan jumlah sampel akan menggunakan rumus Slovin. Teknik pengumpulan data menggunakan angket, dokumentasi, observasi yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis jalur dengan Software (perangkat lunak) SmartPLS 3.0 Hasil penelitian menunjukkan bahwa variabel : (X1) Kualitas Produk tidak berpengaruh signifikan terhadap keputusan pembelian air minum isi ulang merek Air Biru. (X2) Kualitas Pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian air minum isi ulang merek Air Biru. (X3) Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian air minum isi ulang merek Air Biru. ABSTRACT This study aims to determine and analyze product quality, service quality, and location on purchasing decisions at Water Blue Refillable Drinking Water in Tebet Barat, South Jakarta. This research was a quantitative research with a descriptive approach. The population in this study were all consumers of drinking water refilled with Water Blue brand in Tebet Barat, South Jakarta. The sample of this research were number of 96 respondents who have subscribed to the purchase of refillable drinking water with the Water Blue brand since January 2022 to June 2022. This study used purposive sampling was included in non-probability sampling. Because the research population was unknown, the determination of the number of samples will use the Slovin formula. Data collection techniques using questionnaires, documentation, observations that have been tested for validity and reliability. This research used path analysis method with SmartPLS 3.0 software The results showed that the variables: (X1) Product quality had insignificant effect on purchasing decisions for drinking water refilled with the Blue Water brand. (X2) Service quality had a positive and significant effect on purchasing decisions for drinking water refilled with the Blue Water brand. (X3) Location had a positive and significant effect on purchasing decisions for drinking water refilled with the Blue Water brand.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DAMARIS ALLO LANGI | ||||||||
| Date Deposited: | 21 Oct 2022 02:12 | ||||||||
| Last Modified: | 21 Oct 2022 02:12 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8704 |
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