PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI LOKAL COFFEE METRO LAMPUNG

Lutfian Marfandi, - (2021) PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI LOKAL COFFEE METRO LAMPUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Lutfian Marfandi, Pengaruh Harga, Kualitas Produk, dan Kualitas pelayanan Terhadap Keputusan Pembelian di Lokal Coffee Metro Lampung. Agus Sudono, MM. sebagai pembimbing pertama dan Indriani Handyastuti, SI. Kom., M.Sc. Penelitian ini dilatarbelakangi atas maraknya coffee shop yang ada di Kota Metro yang mengakibatkan terjadinya penurunan omzet. Penelitian ini berlokasi di salah satu coffee shop yang ada di Kota Metro yang bernama Lokal Coffee, yang beralamatkan di Jl. Mr Gele Harun No.16, Metro, Kec. Metro Pusat, Kota Metro, Lampung. Penelitian yang dilakukan ini bertujuan untuk menguji dan menganalisis pengaruh harga, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian di Lokal Coffee Metro Lampung. Penelitian ini bersifat deskriptif verifikatif dengan populasi konsumen dari Lokal Coffee Metro, dan mengambil sampel sebanyak 97 responden dengan menggunakan metode purposive sampling. Hasil dari penelitian ini menunjukkan bahwa adanya pengaruh positif signifikan dari variabel harga, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian, baik secara parsial maupun simultan Lutfian Marfandi, The Influence of Price, Product Quality, and Service Quality on Purchasing Decisions at Local Coffee Metro Lampung. Agus Sudono, MM. as the first mentor and Indriani Handyastuti, SI. Kom., M.Sc. This research was motivated by the rise of coffee shops in Metro City which resulted in a decrease in turnover. This research is located in one of the coffee shops in Metro City named Lokal Coffee, which is located at Jl. Mr Gele Harun No.16, Metro, Kec. Central Metro, Metro City, Lampung. This research aims to examine and analyze the effect of price, product quality, and service quality on purchasing decisions at Lokal Coffee Metro Lampung. This research is descriptive verificative with a population of consumers from Lokal Coffee Metro, and took a sample of 97 respondents using purposive sampling method. The results of this study indicate that there is a significant positive effect of the variable price, product quality, and service quality on purchasing decisions, either partially or simultaneously, Keywords: price, product quality, service quality, purchase decision

Item Type: Thesis (S1)
Uncontrolled Keywords: price, product quality, service quality, purchase decision
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Lutfian Marfandi
Date Deposited: 01 Dec 2021 07:40
Last Modified: 01 Dec 2021 07:40
URI: http://repository.upi.edu/id/eprint/69737

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