Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Keputusan Pembelian di Toko Bahan Kue (Tobaku) di Surabaya. (The Influence of Service Quality, Product Quality and Price on Purchase Decisions at the Baking Ingredients Store (Tobaku) in Surabaya)

Putri, Sherly Ananda (2022) Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Keputusan Pembelian di Toko Bahan Kue (Tobaku) di Surabaya. (The Influence of Service Quality, Product Quality and Price on Purchase Decisions at the Baking Ingredients Store (Tobaku) in Surabaya). Undergraduate thesis, Universitas 17 A gustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id/

Abstract

Development of business in this very sophisticated era of globalization can make people more creative, one of which is a business in the culinary field. Especially during the pandemic that hit Indonesia 2 years ago, many businesses went bankrupt and caused people to have to rack their brains so they could still survive in a pandemic. Culinary business is now familiar to the public, this business is arguably not so complicated. But the culinary/food business must choose the best products and quality. To get the best quality of a product, it is necessary to be careful in choosing it. Every company is required to be ready to face existing competitors, especially in this kind of business, it is very fast for someone to have the same business, therefore in a business of materials cakes like this service, product quality and price are very important right. Because with these two things, consumers will be more loyal. This type of research is quantitative, namely researchers trying to find direct and indirect effects of independent variables, namely the influence of product quality and trust on consumer loyalty Cake Ingredients Store (ToBaKu) with consumer satisfaction as a variable. Quantitative research is a process of finding knowledge using data in the form of numbers as a tool to analyze information about what you want to know.The results of the above study indicate that service quality has a significant influence on purchasing decisions at a cake ingredient shop in Surabaya. The results of the above research indicate that product quality has a significant influence on purchasing decisions. Buying decision. Products that have the same quality but set a low price will also give high value to each consumer. The results of the study show that Service Quality (X1) has a good and significant influence on Purchase Decisions (Y). This shows that the quality of service provided by Tobaku to consumers is satisfactory, in the form of a neat appearance, which is one form of additional value given by consumers to Tobaku. Results The results of this study indicate that product quality (X2) is also very influential on purchasing decisions. This shows that the product in a business is very influential, because selling quality products will make consumers come back and decide to make repeat purchases. The results of the research above show that price (X3) is very influential on purchasing decisions. This shows that the Purchase Decision Price of Tobaku consumers includes the desire to repurchase, the interest in the products offered makes consumers return because the prices are very affordable but have a quality that is no less much better. KEYWORD : Service Quality, Produk Quality, Price, Purchase Deci

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Service Quality, Produk Quality, Price, Purchase Deci
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121800041 Sherly Ananda Putri
Date Deposited: 08 Nov 2022 04:18
Last Modified: 08 Nov 2022 04:18
URI: http://repository.untag-sby.ac.id/id/eprint/16929

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