Pengaruh kualitas produk, kualitas pelayanan, dan store atmosphere terhadap keputusan pembeli fore coffee di Tunjungan Plaza 6 Surabaya

Sirait, Aloysius Bryan Fabrizio (2023) Pengaruh kualitas produk, kualitas pelayanan, dan store atmosphere terhadap keputusan pembeli fore coffee di Tunjungan Plaza 6 Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

The purpose of this research is to find out how product quality, service quality, and store atmosphere influence the decisions people make when they buy goods from Fore Coffee in Surabaya. Product qualification, service quality, and store atmosphere are independent factors in this study, and the results considered are purchasing decisions. The target population consists of Surabaya residents who have purchased Fore Coffee products. The objective non-probability sampling technique was used to select a sample of eighty respondents. Questionnaires are used to collect data. The analytical method includes repeated linear regression analysis. The results of the t test used to test the hypothesis indicate that product quality, service quality, and store atmosphere have a significant effect on Fore Coffee purchasing decisions. Fore Coffee must continue to improve products, services and store cleanliness to increase consumer purchasing decisions. In addition, they must take part in promotional activities to increase consumer understanding of their products. Keywords: Product Quality, Service Quality, Store Atmosphere, Purchasing Decisions Tujuan dari penelitian ini adalah untuk mengetahui bagaimana kualitas produk, kualitas layanan, dan store atmosphere mempengaruhi keputusan yang diambil orang ketika mereka membeli barang dari Fore Coffee di Surabaya. Kualitas produk, kualitas layanan, dan store atmosphere merupakan faktor independen dalam penelitian ini, dan hasil yang dipertimbangkan adalah keputusan pembelian. Populasi sasaran terdiri dari warga Surabaya yang pernah membeli produk Fore Coffee. Teknik pengambilan sampel nonprobability yang bertujuan digunakan untuk memilih sampel dari delapan puluh responden. Kuesioner digunakan untuk mengumpulkan data. Metode analisis termasuk analisis regresi linier berulang. Hasil uji t yang digunakan untuk menguji hipotesis menunjukkan bahwa kualitas produk, kualitas layanan, dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian Fore Coffee. Fore Coffee harus terus meningkatkan produk, layanan, dan kebersihan storenya untuk meningkatkan keputusan konsumen pembelian. Selain itu, mereka harus mengambil bagian dalam aktivitas promosi untuk meningkatkan pemahaman konsumen tentang produk mereka. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Store Atmosphere, Keputusan Pembelian

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kualitas Produk, Kualitas Pelayanan, Store Atmosphere, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Aloysius Bryan Fabrizio Sirait
Date Deposited:	04 Oct 2023 02:22
Last Modified:	04 Oct 2023 02:22
URI:	http://erepository.uwks.ac.id/id/eprint/15774

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