TIARA ILHANI SIREGAR, NPM 2101100167 (2025) PENGARUH CITA RASA,KUALITAS PELAYANAN,HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA MARTABAK BANGKA INDAH RANTAU PRAPAT. Tugas_Akhir(Artikel) Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 4 (2). pp. 80-98. ISSN 2809-6037 (e-ISSN) 2809-5901 (p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh cita rasa, kualitas pelayanan, harga, dan lokasi terhadap keputusan pembelian pada Martabak Bangka Indah di Rantauprapat. Penelitian ini menggunakan penelitian deskriptif dengan pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Martabak Bangka Indah. Teknik analisis yang digunakan adalah Struktural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian ini menunjukkan bahwa variable cita rasa (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian, variable kualitas pelayanan (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian, variable (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian, dan variable lokasi (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, dapat disimpulkan bahwa variable cita rasa, kualitas pelayanan, harga, dan lokasi secara keseluruhan berpengaruh terhadap keputusan pembelian. Kata Kunci : Cita Rasa, Kualitas Pelayanan, Harga, Lokasi, Keputusan Pembelian ================================================================================================ This study aims to analyze the effect of taste, service quality, price, and location on the purchase decision at Martabak Bangka Indah in Rantau Prapat. This research uses a descriptive study with a quantitative approach. Data were collected through the distribution of questionnaires to 100 respondents who are customers of Martabak Bangka Indah. The data analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of this study show that the taste variable (X1) has a positive and significant effect on purchase decision, the service quality variable (X2) has a positive and significant effect on purchase decision, the price variable (X3) has a positive and significant effect on purchase decision, and the location variable (X4) has a positive and significant effect on purchase decision. Therefore, it can be concluded that the taste, service quality, price, and location variables all have an impact on the purchase decision. Keyword: Taste, Service Quality, Price, Location, Purchase Decision
| Item Type: | Article |
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| Uncontrolled Keywords: | Cita Rasa, Kualitas Pelayanan, Harga, Lokasi, Keputusan Pembelian=================Taste, Service Quality, Price, Location, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 22 Jul 2025 02:34 |
| Last Modified: | 22 Jul 2025 02:34 |
| URI: | http://repository.ulb.ac.id/id/eprint/1585 |
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