PENGARUH SERVICE QUALITY, PRICE PERCEPTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOMORO COFFEE CABANG TAMBAKSARI SURABAYA

Widodo, Eko Wahyu (2025) PENGARUH SERVICE QUALITY, PRICE PERCEPTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOMORO COFFEE CABANG TAMBAKSARI SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisi dan membuktikan apakah Service Quality, Price Perception dan Electronic Word of Mouth berpengaruh terhadap keputusan pembelian pada TOMORO Coffee cabang Tambaksari Surabaya. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel 100 responden yang dikumpulkan menggunakan kuesioner dan teknik analisis data yang digunakan adalah Uji Deskriptif, Uji Intrumen, Uji Asumsi Klasik dan Uuji Hipotesis dengan SPSS26. Penelitian ini dilakukan dari April-Mei 2025. Adapun hasil penelitian menunjukan bahwa semua indikator varil dan reliabel. Berdasarkan Uji Regresi Linier Berganda, variabel Electronic Word of Mouth memiliki pengaruh yang lebih dominam, sedangkan variabel Service Quality memberikan pengaruh yang lebih rendah dan variabel Price Perception tidak signifikan meskipun memiliki pengaruh positif. Hasil Uji T menyatakan bahwa Service Quality dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap keputusan pembelian pada TOMORO Coffee cabang Tambaksari Surabaya. Sedangkan hasil Uji Koefisien Determinasi (R²) menunjukkan bahwa pengaruh variabel independen terhadap variabel dependen sebesar sebesar 73,6% Sedangkan sisanya 26,4% dipengaruhi oleh variabel lain diluar model yang diteliti.

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