Utomo, Pambudi (2019) Pengaruh Kualitas Produk, Harga Dan Pelayanan Terhadap Keputusan Pembelian Konsumen. Undergraduate thesis, Untag 1945 Surabaya.
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Abstract
Seorang pengusaha harus memiliki strategi dalam menjalankan bisnis nya, selain strategi bisnis seorang pengusaha juga harus memperhatikan perilaku konsumen agar timbul minat untuk mengkonsumsi produk maupun jasa yang dipasarkan. Diharapkan konsumen dapat melakukan pembelian ulang di lain waktu dan merekomendasikan nya kepada orang lain. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan pelayanan terhadap keputusan pembelian di Warung Kopi Mbah Sangkil di Surabaya, baik secara parsial maupun secara simultan. Penelitian ini merupakan penelitian dengan pendekatan kuantitatif. Populasi pada penelitian ini adalah seluruh konsumen Warung Kopi Mbah Sangkil di Surabaya. Teknik pengambilan sampel menggunakan teknik accidental sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengumpulan data menggunakan angket dan dokumentasi. Teknik Analisis data yang digunakan adalah analisis deskriptif dan regresi linear berganda.Hasil penelitian menunjukkan bahwa secara parsial, kualitas produk, harga dan kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen di Warung Kopi Mbah Sangkil Surabaya. Hasil dari koefisien determinasi kualitas produk, harga dan pelayanan memiliki kontribusi terhadap keputusan pembelian sebesar 80,4%. Sedangkan 19,6% sisanya dipengaruhi oleh faktor atau variabel lain diluar penelitian ini.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Kualitas Produk, Harga, Pelayanan, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | Didik Ahmad |
| Date Deposited: | 06 Dec 2021 04:09 |
| Last Modified: | 06 Dec 2021 04:09 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/12786 |
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