OKI GUNAWANSAH RAMBE, NPM 2101100196 (2025) PENGARUH KUALITAS PRODUK, SERVICESCAPE, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA DAGANG FOTOCOPY. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (4). pp. 1805-1817. ISSN 2807-2219(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, harga, servicescape, dan kualitas produk terhadap keputusan pembelian konsumen. Studi ini menggunakan pendekatan kuantitatif dengan responden sebanyak 96 orang, yang diperoleh menggunakan rumus Lemeshow karena populasi tidak diketahui secara pasti. Data dikumpulkan melalui kuesioner dengan skala Likert, dokumentasi, dan observasi. Uji asumsi klasik yang digunakan meliputi uji normalitas, heteroskedastisitas, dan multikolinearitas. Analisis data dilakukan menggunakan regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Servicescape juga berpengaruh secara parsial, sementara harga memiliki pengaruh dominan terhadap sebagian besar keputusan konsumen. Secara keseluruhan, keputusan pembelian konsumen dipengaruhi oleh kombinasi faktor harga, kualitas produk, lingkungan layanan, dan citra merek. Kata Kunci: Kualitas produk, Servicescape, Harga, Citra Merek, Keputusan Pembelian ================================================================================================ This study aims to analyze the influence of brand image, price, servicescape, and product quality on consumer purchasing decisions. A quantitative approach was used, with 96 respondents selected using the Lemeshow formula due to an unknown population size. Data were collected through Likert-scale questionnaires, documentation, and observation. Classical assumption tests included normality, heteroscedasticity, and multicollinearity tests. Data analysis was conducted using multiple linear regression, t-test, F-test, and coefficient of determination. The results show that product quality and brand image have a significant and positive impact on purchasing decisions. Servicescape also partially influences decisions, while price plays a dominant role in many consumer choices. Overall, consumer purchasing decisions are influenced by a combination of price, product quality, service environment, and brand image. Keywords: Product quality, Servicescape, Price, Brand image, Purchase decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas produk, Servicescape, Harga, Citra Merek, Keputusan Pembelian==============Product quality, Servicescape, Price, Brand image, Purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 13 Nov 2025 07:39 |
| Last Modified: | 13 Nov 2025 07:42 |
| URI: | http://repository.ulb.ac.id/id/eprint/1962 |
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