Arqom, Rohulloh Yusuf (2022) Pengaruh Reputasi, Lokasi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen di Cafe Rumah Sakit Wiyung Sejahtera Surabaya. Undergraduate thesis, Universitas 17 agustus 1945 Surabaya.
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Abstract
Saat ini perkembangan bisnis Cafe sudah merambah diberbagai wilayah, salah satunya di Kota Surabaya. Hal tersebut dibuktikan dengan semakin banyaknya pelaku bisnis yang memulai atau mengembangkan bisnis cafenya. Dalam mempertahankan eksistensinya dalam dunia bisnis, para pelaku bisnis harus selalu tanggap serta menyesuaikan diri dalam menghadapi persaingan, termasuk untuk mempengaruhi keputusan pembelian konsumen terhadap berbagai alternatif yang ditawarkan di pasar. Keputusan pembelian tersebut dapat dipengaruhi oleh beberapa faktor, seperti reputasi, lokasi, dan kualitas pelayanan. Oleh karena itu, penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh reputasi, lokasi, dan kualitas pelayanan terhadap keputusan pembelian konsumen. Penelitian ini merupakan jenis penelitian kuantitatif. Objek penelitian ini adalah konsumen Cafe RS. Wiyung Sejahtera dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik nonprobability sampling dengan jenis purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner dan selanjutnya akan dianalisis. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linear berganda, uji korelasi, uji determinasi, uji F, dan uji t dengan bantuan aplikasi SPSS. Hasil yang diperoleh dalam penelitian ini meliputi: 1) reputasi, lokasi, dan kualitas pelayanan berpengaruh secara simultan atau bersama-sama terhadap keputusan pembelian konsumen di Cafe RS. Wiyung Sejahtera dengan memperoleh hasil 0,000 < 0,05 pada uji F (simultan) 2) variabel reputasi dan kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian 3) variabel lokasi tidak memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Reputasi, Lokasi, Kualitas Pelayanan, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1121700074 Rohulloh Yusuf Arqom |
| Date Deposited: | 10 Feb 2022 01:55 |
| Last Modified: | 10 Feb 2022 01:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13610 |
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