DEFFRINAL, DEFFRINAL (2022) PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Study Kasus Pada Konsumen RM. Padang Sederhana Rawamangun Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan, harga, dan lokasi terhadap keputusan pembelian pada konsumen RM. Padang Sederhana Rawamangun Jakarta Timur. Metoda yang digunakan adalah metoda pengumpulan data menggunakan kuesioner yang diukur dengan skala likert. Teknik pengumpulan data yang dilakukan dengan memberi serangkaian pernyataan diberikan kepada responden melalui dengan google form. Teknik pengumpulan sampel menggunakan metode purposive sampling menggunakan rumus moe degang jumlah sampel sebanyak 96 responden. Strategi yang digunakan dalam penelitian ini adalah stratetegi asosiatif dengan pendekatan kuantitatif. Teknik pengumplan data menggunakan SEM PLS menggunakan dengan menggunakan software SmartPLS 3. Hasil penelitian menunjukkan bahwa variabel kualitas pelayanan tidak berpengaruh positif dan tidak siginifikan terhadap keputusan pembelian makanan di RM. Padang Sederhana Rawamangun Jakarta Timur, variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian makanan di RM. Padang Sederhana Rawamangun Jakarta Timur, sedangkan variabel lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian makanan di RM. Padang Sederhana Rawamangun Jakarta Timur The purpose of this study was to determine the effect of service quality, price, and location on consumer purchasing decisions RM. Padang Sederhana Rawamangun East Jakarta. The method used is the method of collecting data using a questionnaire which is measured by a Likert scale. Data collection techniques are carried out by giving a series of statements given to respondents through the Google form. The sample collection technique used a purposive sampling method using the moe formula with a total sample of 96 respondents. The strategy used in this study is an associative strategy with a quantitative approach. The data collection technique uses SEM PLS using SmartPLS 3 software. The results showed that the service quality variable had no positive and insignificant effect on the decision to purchase food in RM. Padang Sederhana Rawamangun East Jakarta, the price variable has a positive and significant effect on the decision to purchase food in RM. Padang Sederhana Rawamangun East Jakarta, while the location variable has a positive and significant effect on the decision to purchase food in in RM.Padang Sederhana Rawamangun East Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Keputusan Pembelian, Kualiatas Pelayanan, Harga, dan Lokasi | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DEFFRINAL | ||||||||
| Date Deposited: | 20 Dec 2022 07:59 | ||||||||
| Last Modified: | 20 Dec 2022 07:59 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9084 |
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