Pengaruh kualitas layanan dan suasana toko terhadap keputusan pembelian poroduk Stradivarius di Galaxy Mall Surabaya

Sari, Lisa Mawar (2018) Pengaruh kualitas layanan dan suasana toko terhadap keputusan pembelian poroduk Stradivarius di Galaxy Mall Surabaya. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas layanan dan suasana toko terhadap keputusan pembelian produk Stradivarius di Galaxy Mall Surabaya. Pengumpulan data menggunakan kuesioner. Model analisis adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa kualitas layanan dan suasana toko secara bersama-sama berpengaruh terhadap keputusan pembelian produk Stradivarius di Galaxy Mall Surabaya. Kualitas layanan secara parsial berpengaruh terhadap keputusan pembelian produk Stradivarius di Galaxy Mall Surabaya dengan nilai signifikan 0,000, suasana toko secara parsial berpengaruh terhadap keputusan pembelian produk Stradivarius di Galaxy Mall Surabaya dengan nilai signifikan sebesar 0,001. Faktor yang dominan berpengaruh terhadap keputusan pembelian produk Stradivarius di Galaxy Mall Surabaya adalah kualitas layanan. Kata Kunci : kualitas layanan, suasana toko dan keputusan pembelian ABSTRACT This study aims to determine the effect of service quality and store atmosphere on purchasing decisions Stradivarius products in Galaxy Mall Surabaya. Data collection using questionnaires. The analysis model is multiple regression analysis. The results showed that the quality of service and the atmosphere of the store together affect the decision to purchase Stradivarius products in Galaxy Mall Surabaya. Service quality partially affects the purchasing decision of Stradivarius product in Galaxy Mall Surabaya with significant value 0.000, shop atmosphere partially influence to purchase decision of Stradivarius product at Galaxy Mall Surabaya with significant value equal to 0,001. The dominant factor influencing the purchasing decision of Stradivarius product in Galaxy Mall Surabaya is service quality. Keywords: service quality, shop atmosphere and purchase decision

Item Type: Thesis (Other)
Uncontrolled Keywords: kualitas layanan, suasana toko dan keputusan pembelian service quality, shop atmosphere and purchase decision
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Lisa Mawar Sari
Date Deposited: 04 Sep 2018 09:42
Last Modified: 04 Sep 2018 09:42
URI: http://erepository.uwks.ac.id/id/eprint/1642

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