Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Kopi Tuku

Septiani, Annisa (2026) Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Kopi Tuku. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

ABSTRACT Annisa Septiani (41183402210038) The Influence of Service Quality and Promotion on Tuku Coffee Purchasing Decisions vii + 120 + 18 tables + 1 figure + 2 diagrams + 18 appendices Keywords: Service Quality, Promotion, and Purchasing Decisions The purpose of this study was to determine the influence of service quality and promotion on Tuku Coffee purchasing decisions. The sample size was 100 respondents. For data analysis using statistical tests from calculations using multiple regression with the IBM SPSS program version 22. The results of the statistical research test show that Service Quality has a positive and significant effect on purchasing decisions for Kopi Tuku, as evidenced by the results of the t-test obtained t count of the Service Quality variable (X1) is 7.679 and the t table value is 1.661, then t count> t table (7.679> 1.661) with a significance value (0.001 <0.05) then Ho is rejected and Ha is accepted which means that Service Quality (X1) has a positive and significant effect on purchasing decisions for Tuku Coffee. t count of the Promotion variable (X2) is 3.889 and the t table value is 1.661, then t count> t table (3.889> 1.661) with a significance value (0.01 <0.05) then Ho is rejected and Ha is accepted which means that Promotion (X2) has a positive and significant effect on purchasing decisions for Kopi Tuku. The correlation coefficient (R²) between the variables Service Quality (X1) and Promotion (X2) on Purchase Decisions (Y) simultaneously was 67.2%. This means that 67.2% of consumer purchase decisions are influenced by Service Quality and Promotion. The remaining 32.8% is influenced by other variables outside this study. Bibliography: (2005–2024)

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