SARAH WILIANA, NPM 2201100163 (2026) PENGARUH DESAIN TEMPAT, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP TINGKAT PENJUALAN PADA KAFE MARKAS DI RANTAUPRAPAT LABUHANBATU. Tugas_Akhir(Artikel) IKRAITH-EKONOMIKA, 9 (2). pp. 2199-211. ISSN 2654-7538(e-ISSN) 2654-4946(p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh desain tempat,promosi, dan kualitas pelayanan terhadap tingkat penjualan pada kafe markas di rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Populasi penelitian adalah seleuruh pelanggan Kafe Markas Rantauprapat dengan jumlah sampel sebanyak 92 responden yang ditentukan menggunakan rumus Slovin dan teknik purposive sampling. Pengumpulan data dilakukan melalui observasi dan penyebaran kuesioner menggunakan skala Likert. Analisis data dilakukan dengan bantuan SPSS versi 26 yang meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji parsial (uji t), uji simultan (uji f), dan uji koefisien determinasi (R2). Hasil penelitian menunjukkan bahwa desain tempat berpengaruh positif dan signifikan terhadap tingkat penjualan dengan signifikan 0,003 (0,05). Kualitas pelayanan berpengaruh positif dan signifikan terhadap tingkat penjualan dengan nilai signifikansi 0,000 (<0,05). Nilai koefisien determinasi (R2) sebesar 0,939 menunjukkan bahwa 93,9% variasi tingkat penjualan dapat dijelaskan oleh ketiga variabel tersebut, sedangkan sisanya 61% dipengaruhi oleh faktor lain di luar penelitian. Kata kunci : Desain Tempat, Promosi, Kualitas Pelayanan, Tingkat Penjualan ============================================================ This study aims to analyze the influence of place design, promotion, and service quality on sales performance at Markas Cafe in Rantauprapat. This research employed a quantitative approach with an associative research design. The population consisted of all customer of Markas Cafe, with a sample of 92 respondents selected using the Slovin formula and purposive sampling technique. Data were collected through observation and questionnaires using a Likert scale. The data were analyzed using SPSS version 26, including validity test, reliability test, classical assumption tests, multiple linear regression analysis, partial test (t-test), simultaneous test (f-test), and coefficient of determination (R2). The results indicate that place design has a positive and significant effect on sales performance with a significance value of 0,003 (0,05). Service quality has a positive and significant effect on sales performance with a significance value of 0,000 (<0,05) and is the most dominant variable. Imultaneously, place design, promotion, and service quality have a significant effect on sales performance with a significance value of 0,000 (<0,05). The coefficient of determination (R2) of 0,939 indicates that 93,9% of the variation in sales performance is wxplained by the three independent variables, while the remaining 6,1% if influenced by other factors outside the scope of this study. Keyword : Place Design, Promotion, Service Quality, Sales Performance
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Desain Tempat, Promosi, Kualitas Pelayanan, Tingkat Penjualan===============Place Design, Promotion, Service Quality, Sales Performance |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 03 Nov 2026 03:42 |
| Last Modified: | 03 Nov 2026 03:42 |
| URI: | http://repository.ulb.ac.id/id/eprint/2961 |
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