Abdul Azis, - (2023) PENGARUH PELAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI MIXUE ICE CREAM AND TEA JL. GEGERKALONG GIRANG NO. 27, GEGERKALONG KEC. SUKASARI, KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh pelayanan dan store atmosphere terhadap keputusan pembelian di Mixue Ice Cream and Tea Jl. Gegerkalong Girang No. 27, Gegerkalong Kec. Sukasari, Kota Bandung. Metode penelitian yang digunakan adalah metode deskriptif analisis dengan menggunakan pendekatan kuantitatif dengan metode survey. Sampel penelitian sebanyak 100 responden. Penarikan sampel dilakukan dengan teknik Insidental/Accidental Sampling. Instrumen yang digunakan dalam penelitian ini yaitu kuisioner, item pernyataan berbentuk skala likert. Data dalam penelitian ini dianalisis dengan teknik statistik analisis regresi berganda, pengolahan data dilakukan dengan bantuan program SPSS for Windows Versi 24. Hasil penelitian ini besar pengaruh pelayanan dan store atmosphere terhadap keputusan pembelian di Mixue Ice Cream and Tea sebesar 51,4%. Sedangkan nilai F hitung sebesar 51,225 dengan nilai Sig. 0,000 yang lebih kecil dari 0,05 (). Dengan demikian Ha diterima dan Ho ditolak. Hal ini berarti pelayanan dan Store atmosphere berpengaruh signifikan terhadap keputusan pembelian di Mixue Ice Cream and Tea. Sebaiknya Mixue Ice Cream And Tea terus memperhatikan proses keputusan pembelian pada konsumen, yaitu pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian, yang dimulai jauh sebelum pembelian aktual dilakukan dan memiliki dampak yang lama. The purpose of this study was to determine the effect of service and store atmosphere on purchasing decisions at Mixue Ice Cream and Tea Jl. Gegerkalong Girang No. 27, Gegerkalong Kec. Sukasari, City of Bandung. The research method used is descriptive analysis method using a quantitative approach to the survey method. The research sample is 100 respondents. Sampling was carried out using the Incidental/Accidental Sampling technique. The instrument used in this study was a questionnaire, statement items in the form of a Likert scale. The data in this study were analyzed using double regression analysis statistical techniques, data processing was carried out with the help of the SPSS for Windows Version 24 program. The results of this study had a large effect on service and store atmosphere on purchasing decisions at Mixue Ice Cream and Tea by 51.4%. While the calculated F value is 51.225 with a Sig. 0.000 which is less than 0.05 ( ). Thus Ha is accepted and Ho is rejected. This means that service and Store atmosphere have a significant effect on purchasing decisions at Mixue Ice Cream and Tea. Mixue Ice Cream And Tea should continue to pay attention to the consumer purchasing decision process, namely problem recognition, information search, alternative evaluation, purchasing decisions, and post-purchase behavior, which starts long before the actual purchase is made and has a long-lasting impact.
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S_MIK_1807747_Chapter1.pdf Download (290kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Caria Ningsih: 6039392 Hilman Taufiq Abdillah: 6147665 |
| Uncontrolled Keywords: | Pelayanan, Store atmosphere, Keputusan Pembelian Service, Store atmosphere, Purchase Decision |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Abdul Azis |
| Date Deposited: | 24 Feb 2025 01:51 |
| Last Modified: | 24 Feb 2025 01:51 |
| URI: | http://repository.upi.edu/id/eprint/131105 |
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