PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI IKAN PESMOL CIANJUR

Gina Praniti Sumarna, - (2023) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI IKAN PESMOL CIANJUR. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan dan persaingan industri kuliner semakin tinggi sehingga tiap usaha kuliner dituntut untuk memiliki daya saing untuk dapat bertahan, salah satunya adalah dalam hal kualitas pelayanan yang baik. Tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dalam meningkatkan keputusan pembelian di Ikan Pesmol Cianjur. Penelitian ini adalah penelitian kuantitatif dengan metode deskriptif dan verifikatif. Variabel dalam peneltiian ini terdiri dari variabel independen yaitu kualitas pelayanan (X) yang terdiri dari tangibility, reliability, responsiveness, assurance, dan emphaty, sedangkan variabel dependen pada penelitian ini adalah keputusan pembelian (Y). Populasi dari penelitian ini adalah konsumen Ikan Pesmol Cianjur dengan banyak sampel yang diambil adalah 100 orang. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada konsumen. Hasil dari pengumpulan data kemudian di analsis dengan teknik analisis regresi linear ganda dengan uji parsial (uji t) dan uji simultan (uji F) melalui aplikasi SPSS 26 for Windows. Hasil menunjukkan bahwa responsiveness, assurance, dan emphaty memberi pengaruh positif signifikan secara parsial terhadap keputusan pembelian. Hasil pengujian secara simultan (uji F) menunjukkan seluruh indikator variabel kualitas pelayanan Ikan Pesmol Cianjur berpengaruh secara simultan terhadap keputusan pembelian. Peneliti merekomendasikan peningkatan indikator kualitas pelayanan khususnya reliability/keandalan agar seluruh indikator kualitas pelayanan dapat secara maksimal memengaruhi keputusan pembelian. The development and competition in the culinary industry is increasing, demanding each culinary business to have competitiveness to survive, one of which is through great quality of service. The purpose of this research is to analyze the influence of service quality on purchasing decision at Ikan Pesmol Cianjur. This study is quantitative research with descriptive and verification methods. The variables in this study consisted of the independent variable, which is service quality (X), including tangibility, reliability, responsiveness, assurance, and empathy, while the dependent variable is purchasing decision (Y). The population of this study were the consumers of Ikan Pesmol Cianjur, with sample size of 100 people. Data collection was conducted by distributing questionnaires to consumers. The data collected were then analyzed using multiple linear regression analysis with partial (t-test) and simultaneous (F-test) tests through SPSS 26 for Windows application. The results showed that responsiveness, assurance, and empathy have significant and positive effect on purchasing decisions partially. The simultaneous test (F-test) showed that all indicators of service quality at Ikan Pesmol Cianjur have simultaneous effect on purchasing decisions. Researcher recommends company to enhance in the indicator of service quality, particularly in reliability to ensure that all service quality indicators collectively exert their maximum influence on purchasing decision.

Item Type:	Thesis (S1)
Additional Information:	https://www.researchgate.net/profile/Gina-Praniti-Sumarna SINTA ID: 6134240 SINTA ID: 6745733
Uncontrolled Keywords:	manajemen, strategi bisnis, konsumen, kualitas pelayanan, keputusan pembelian, management, business strategy, consumer, service quality, purchase decision
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Gina Praniti Sumarna
Date Deposited:	08 Oct 2023 07:37
Last Modified:	08 Oct 2023 07:37
URI:	http://repository.upi.edu/id/eprint/109330

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