Dwi Astuti, NPM 2001100042 (2024) STRATEGI PENJUALAN KUALITAS PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DIMSUM RAYYAN AEK NABARA (LABUHANBATU). Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 4838-4849. ISSN 2715-792X) (Online) / 2715-7911 (Print)
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Abstract
The purpose of this study was to determine how much influence product quality, price, location and service quality have on purchasing decisions for Dimsum Rayyan Aek Nabara (Labuhanbatu). This study uses a quantitative approach method and the data analysis method used by researchers is the linear regression analysis method. The subject of this research is Dimsum Rayyan Aek Nabara consumers totaling 60 people. The results of this study indicate that variable X has a significant effect on variable Y partially and simultaneously. The R-square value of the research determination coefficient is 0.926%, which means that the purchase decision (Y) can be explained by the variables of product quality (X1), price (X2), location (X3) and service quality (X4) by 92.60%, and the remaining 7.4% can be explained by other variables not considered in this study. Statistical test calculation results with sig. 0.000. The Fcount value of 172.963 is greater than 2.39 and sig. 0.000 < 0.005 indicates that product quality (X1), price (X2), location (X3) and service quality (X4) simultaneously have a positive and significant effect on purchasing decisions for Dimsum Rayyan Aek Nabara (Labuhanbatu). Keywords: Product Quality, Price, Location, Service Quality and Purchasing Decisions ===================================================================================================== Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh kualitas produk, harga, lokasi dan kualitas pelayanan terhadap keputusan pembelian Dimsum Rayyan Aek Nabara (Labuhanbatu). Penelitian ini menggunakan metode pendekatan kuantitatif dan metode analisis data yang digunakan oleh peneliti adalah metode analisis regresi linier. Subjek penelitian ini adalah konsumen Dimsum Rayyan Aek Nabara yang berjumlah 60 orang. Hasil penelitian ini menunjukkan bahwa variabel X berpengaruh signifikan terhadap variabel Y secara parsial dan simultan. Nilai R-square koefisien determinasi penelitian sebesar 0,926% yang berarti keputusan pembelian (Y) dapat dijelaskan oleh variabel kualitas produk (X1), harga (X2), lokasi (X3) dan kualitas pelayanan (X4) sebesar 92,60%, dan sisanya sebesar 7,4% dapat dijelaskan oleh variabel lain yang tidak dipertimbangkan dalam penelitian ini. Hasil perhitungan uji statistik dengan sig. 0.000. Nilai Fhitungsebesar 172,963 lebih besar dari 2,39 dan sig. 0.000 < 0,005 menunjukkan bahwa kualitas produk (X1), harga (X2), lokasi (X3) dan kualitas pelayanan (X4) secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian Dimsum Rayyan Aek Nabara (Labuhanbatu). Kata Kunci: Kualitas Produk, Harga, Lokasi, Kualitas Pelayanan Dan Keputusan Pembelian.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Product Quality, Price, Location, Service Quality And Purchasing Decisions ================================ Kualitas Produk, Harga, Lokasi, Kualitas Pelayanan Dan Keputusan Pembelian |
| Subjects: | 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: | 04 Jun 2024 05:10 |
| Last Modified: | 04 Jun 2024 05:10 |
| URI: | http://repository.ulb.ac.id/id/eprint/737 |
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