Farhan, Muhammad (2023) PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFESHOP DI BUKITTINGGI. Tugas Akhir (S1) - thesis, Universitas Bakrie.
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Abstract
Consumer purchasing decisions are an important aspect for the company, because it is considered a valuable asset. There are also important related aspects including product quality, price, and service quality. This study aims to examine the effect of price and service quality on consumer purchasing decisions. This research was conducted to see how price and service quality factors influence purchasing decisions at coffee shops in Bukittinggi City. The sample used is non-probability sampling using as many as 107 respondents and using the testing technique of model feasibility test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results obtained in this study are that there is a significant and positive effect on the price variable on purchasing decisions, a significant and positive effect on the service quality variable on purchasing decisions, and there is a significant and positive effect simultaneously on the price variable and service quality on buying decision.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | Price, Service Quality, Purchasing Intention, Coffeeshop |
| Subjects: | Management Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen |
| Depositing User: | Muhammad Farhan |
| Date Deposited: | 21 Feb 2023 01:49 |
| Last Modified: | 21 Feb 2023 01:49 |
| URI: | https://repository.bakrie.ac.id/id/eprint/7355 |
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