PENGARUH HARGA, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN CEPAT SAJI Sabana Fried Chicken Cabang Cilincing Jakarta Utara

Wirjayanto, Toni (2022) PENGARUH HARGA, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MAKANAN CEPAT SAJI Sabana Fried Chicken Cabang Cilincing Jakarta Utara. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, word of mouth, dan kualitas pelayanan terhadap keputusan pembelian makanan cepat saji pada konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara. Pendekatan penelitian adalah kuantitatif dengan metode penelitian asosiatif yang bersifat kausal. Populasi pada penelitian ini adalah konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara, adapun sampel penelitian sebanyak 100 konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara yang memenuhi kriteria. Data dalam penelitian ini merupakan data primer dengan cara menyebarkan kuesioner. Teknik analisis data yang digunakan yaitu analisis jalur menggunakan SmartPLS 3.0. Hasil penelitian menyimpulkan bahwa 1) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian makanan cepat saji pada konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara, 2) Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian makanan cepat saji pada konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara, 3) Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian makanan cepat saji pada konsumen Sabana Fried Chicken Cabang Cilincing Jakarta Utara. This study aims to determine the influence of price, word of mouth, and service quality on purchasing decisions of fast food consumers at Sabana Fried Chicken Cilincing Branch, North Jakarta. The research approach is quantitative with causal associative research methods. The population in this study were consumers of Sabana Fried Chicken, Cilincing Branch, North Jakarta, while the research sample was 100 consumers of Sabana Fried Chicken, Cilincing Branch, North Jakarta who met the criteria. The data in this study are primary data by distributing questionnaires. The data analysis technique used is path analysis using SmartPLS 3.0. The results of the study concluded that 1) Price had a positive and significant influence on purchasing decisions for fast food consumers at Sabana Fried Chicken Cilincing Branch, North Jakarta, 2) Word of mouth had a positive and significant influence on purchasing decisions for fast food consumers in Sabana. Fried Chicken Cilincing North Jakarta Branch, 3) Service quality has a positive and significant influence on purchasing decisions for fast food consumers at Sabana Fried Chicken Cilincing North Jakarta Branch

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHusen, Irfan Arif HNIDN0309128203irfanhusen@gmail.com
Uncontrolled Keywords: Harga, Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: TONI WIRJAYANTO
Date Deposited: 09 Dec 2022 07:45
Last Modified: 09 Dec 2022 07:45
URI: http://repository.stei.ac.id/id/eprint/9041

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