Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Keputusan Pembelian pada De Empire Cafe Cikarang

Oktora, Tabitha Selby (2022) Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Keputusan Pembelian pada De Empire Cafe Cikarang. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the effect of service quality, product quality and price on purchasing decisions at De Empire Cafe Cikarang. The research method used is a descriptive approach with quantitative methods. The research data are primary data and secondary data. Data collection techniques were carried out by means of observation, interviews and questionnaires. The population of this research is all consumers of De Empire Cafe Cikarang. Samples were taken as many as 100 respondents with accidental sampling technique. The results showed that the regression coefficient on the service quality variable (β1) was 0.274, the product quality variable (β2) was 0.194 and the price variable (β3) was 0.282. The service quality variable has a positive and significant effect on purchasing decisions as seen from the t count value of 2.784, which is greater than t table 1.660. The product quality variable has a positive and significant effect on purchasing decisions, as seen from the t-count value of 1.871, which is greater than t-table 1.660. The price variable has a positive and significant effect on purchasing decisions as seen from the t-count value of 2.967, which is greater than t-table 1.660. The variables of Service Quality, Product Quality and Price together have a positive and significant effect on Purchase Decisions with a calculated F value f 10.579 which is greater than F table 2.70. Keywords: Service Quality, Product Quality, Price and Purchasing Decisions

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