PENGARUH PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Survei pada konsumen Coffee Shop Ketje Di Bandar Lampung)

PUTRI DENTIA, AJENG (2022) PENGARUH PRODUK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Survei pada konsumen Coffee Shop Ketje Di Bandar Lampung). Strata 1 thesis, universitas teknokrat indonesia.

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Abstract

ABSTRAK Pengaruh Produk, Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian (Survey pada Konsumen Coffee Shop Ketje di Bandar Lampug) Kopi merupakan salah satu hasil perkebunan yang memiliki nilai ekonomis yang cukup tinggi di antara tanaman perkebunan lainnya dan berperan penting sebagai sumber devisa negara. Kopi tidak hanya berperan penting sebagai sumber devisa melainkan juga sumber penghasil bagi tidak kurang dari satu setengah jiwa petani kopi di Indonesia (Rahardjo 7:2012) kopi merupakan kebutuhan yang memiliki khasiat untuk kesehatan yaitu dapat mengurangi resiko diabetes, sebagai pembangkit stamina, dan mengurangi sakit kepala. Penelitian ini bertujuan untuk mengetahui pengaruh produk terhadap keputusan pembelian, pengaruh harga terhadap keputusan pembelian konsumen Coffee Shop Ketje di Bandar Lampung, sampel dalam penelitian ini adalah konsumen. Penelitian ini menggunakan regresi linear berganda dan sampel yang digunakan sebanyak 100 orang. Hasil penelitian ini menunjukkan Produk berpengaruh positif terhadap keputusan pembelian (H1 diterima). Harga tidak berpengaruh positif terhadap keputusan pembelian (H2 ditolak). Kualitas Pelayanan berpengaruh positif terhadap keputusan pembelian (H3 diterima). Kata Kunci :Produk, Harga,dan Kualitas Pelayanan terhadap Keputusan Pembelian ABSTRACT Influence of Product, Price and Service Quality on Purchase Decision (Survey of Ketje Coffee Shop Consumers in Bandar Lampung) Coffee is one of the plantation products that has a fairly high economic value among other plantation crops and plays an important role as a source of foreign exchange for the country. Coffee not only plays an important role as a source of foreign exchange but also a source of income for no less than one and a half souls of coffee farmers in Indonesia (Rahardjo 7: 2012) coffee is a necessity that has health benefits, namely it can reduce the risk of diabetes, as a stamina generator, and reduce pain. head. This study aims to determine the effect of the product on purchasing decisions, the effect of price on consumer purchasing decisions at Coffee Shop Ketje in Bandar Lampung, the sample in this study is the consumer. This study uses multiple linear regression and the sample used is 100 people. The results of this study indicate that the product has a positive effect on purchasing decisions (H1 is accepted). Price does not have a positive effect on purchasing decisions (H2 is rejected). Service quality has a positive effect on purchasing decisions (H3 is accepted). Keywords: Product, Price, and Quality of Service on Purchase Decisions

Item Type: Thesis (Strata 1)
Uncontrolled Keywords: Product, Price, and Quality of Service on Purchase Decisions
Subjects: MANAJEMEN > Konflik Dan Manajemen Konflik
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Asep Haikal Kurniawan S.IP., M.A
Date Deposited: 02 Jan 2023 08:31
Last Modified: 02 Jan 2023 08:31
URI: http://repository.teknokrat.ac.id/id/eprint/4387

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