Pengaruh Kualitas Pelayanan, Persepsi Harga dan Sosial Media Marketing Terhadap Keputusan Pembelian Salad Buah Bu Yati di Kecamatan Jambangan Surabaya Selatan. (The Influence of Service Quality, Price Perception, and Social Media Marketing on the Purchase Decisions of Bu Yati Fruit Salad in Jambangan District, South Surabaya).

Faridah, Dina Athaya (2025) Pengaruh Kualitas Pelayanan, Persepsi Harga dan Sosial Media Marketing Terhadap Keputusan Pembelian Salad Buah Bu Yati di Kecamatan Jambangan Surabaya Selatan. (The Influence of Service Quality, Price Perception, and Social Media Marketing on the Purchase Decisions of Bu Yati Fruit Salad in Jambangan District, South Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Salad Buah Bu Yati yang beralamat di Jl. Pagesangan IV/60 Jambangan Surabaya merupakan usaha rumahan yang bergerak dibidang makanan. Dengan harga yang murah dan memiliki kualitas yang tidak kalah bagus, menantang usaha Salad Buah Bu Yati agar tetap maju dan berkembang di era digitalisasi. Banyaknya pesaing tidak memudarkan sinar dari usaha Salad Buah Bu Yati untuk tetap menunjukkan produknya. Dengan demikian Salad Buah Bu Yati hingga saat ini tetap eksis di bidangnya. Adapun tujuan penelitian yang ingin dicapai sesuai degan rumusan masalah yang telah ditetapkan adalah untuk mengetahui, menganalisis dan menjawab kinerja terhadap usaha Salad Buah Bu Yati. Populasi dalam penelitian ini adalah para masyarakat Kecamatan Jambangan Surabaya Selatan yang telah melakukan pembelian produk Salad Buah Bu Yati dengan sampel sebanyak 100 responden dan ditentukan menggunakan Teknik non probability sampling. Data primer diperoleh menggunakan kuisioner sedangkan data sekunder dengan menggunakan studi pustaka. Berdasarkan hasil uji SPSS versi 23 diperoleh bahwa instrument penelitian menunjukkan semua indikator valid dan semua reliabel. Berdasarkan uji F semua variabel bebas secara simlutan berpengaruh terhadap keputusan pembelian. Berdasarkan hasil koefisien dan uji t menunjukkan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan variabel sosial media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Kualitas Pelayanan, Persepsi Harga, Sosial Media Marketing dan Keputusan Pembelian

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