Pengaruh Kualitas Pelayanan, Harga, dan Lokasi terhadap Minat Beli Konsumen pada Stand Makanan Tori-Yo Surabaya (Effect of Service Quality, Product, and Location of Customer Purchase Interest on the Food Stand Tori-Yo Surabaya)

Cholis, M Ilham Nur (2021) Pengaruh Kualitas Pelayanan, Harga, dan Lokasi terhadap Minat Beli Konsumen pada Stand Makanan Tori-Yo Surabaya (Effect of Service Quality, Product, and Location of Customer Purchase Interest on the Food Stand Tori-Yo Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Kualitas Pelayanan, Harga, dan Lokasi terhadap Minat Beli Konsumen pada stand makanan Tori-Yo Surabaya. Penelitian ini menggunakan jenis metode kuantitatif. Penelitian ini menggunakan data primer dan sekunder dimana metode pengumpulannya menggunakan kuisioner. Populasi dalam penelitian ini adalah adalah konsumen yang datang PTC. Penelitian ini akan menggambarkan tentang hubungan sebab akibat, sehingga metode ini menggunakan sampel dan hipotesis. Uji instrumen data yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas. Teknis analisis dalam penelitian ini adalah analisis regresi linier berganda, koefisien determinasi (r2) dan uji hipotesis menggunakan uji t, dan ujif. Hasil dari penelitian ini di peroleh dari analisis regresi linier berganda adalah MB = 0,395 + 0,149 KP + 0,176 H + 0,140 L + e. Uji t menunjukkan probabilitas signifikansi < 0,05 yang menunjukkan variabel Kualitas Pelayanan (X1), Harga (X2) dan Lokasi (X3) berpengaruh signifikan terhadap Minat Beli Konsumen pada stand makanan Tori-Yo Surabaya (Y). Nilai Uji F memiliki nilai probabilitas signifikansi sebesar 0,000 < 0,05, dimana variabel Kualitas Pelayanan (X1), Harga (X2) dan Lokasi (X3) secara bersama – sama berpengaruh signifikan Minat Beli Konsumen pada stand makanan Tori-Yo Surabaya (Y). Simpulan dalam penelitin ini adalah variabel bebas Kualitas Pelayanan (X1), Harga (X2) dan Lokasi (X3) berpengaruh signifikan terhadap variabel terikat Minat Beli Konsumen pada stand makanan Tori-Yo Surabaya (Y). Sehingga hipotesis dalam penelitian ini diterima. (This study aims to determine and analyze the effect of Service Quality, Price, and Location on Consumer Purchase Interest at the Tori-Yo Surabaya food stand. This research uses quantitative methods. This study uses primary and secondary data where the method of collection uses a questionnaire. The population in this study are consumers who come PTC. This study will describe the causal relationship, so this method uses samples andhypotheses. The data instrument test used in this research is validity test, reliability test. The technical analysis in this study is multiple linear regression analysis, the coefficient of determination (r2) and hypothesis testing using the t test and f test. The results of this study obtained from multiple linear regression analysis are MB = 0.395 + 0.149 KP + 0.176 H + 0.140 L + e. The t test shows a significance probability <0.05, where the variables of Service Quality (X1), Price (X2) and Location (X3) together have a significant effect on Consumer Purchase Interest at the Tori-Yo Surabaya food stand (Y). The conclusion in this research is that the independent variables Service Quality (X1), Price (X2) and Location (X3) have a significant effect on the dependent variable Consumer Purchase Interest at the Tori-Yo Surabaya food stand (Y). So that the hypothesis in this study is accepted. Keywords: Service Quality, Price, Location and Purchase Interest)

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