DONY HUTASOIT, NPM 2101300339 (2025) PENGARUH STRATEGI PEMASARAN, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG RINDU. Tugas_Akhir (Artikel) YUME : Journal of Management, 8 (1). pp. 1200-1210. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran, kualitas pelayanan, dan kualitas produk terhadap keputusan pembelian pada Warung Rindu. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner, wawancara, dan observasi. Sampel penelitian sebanyak 96 responden ditentukan menggunakan teknik purposive sampling berdasarkan rumus Cochran. Data dianalisis menggunakan regresi linier berganda, uji t, uji F, serta koefisien determinasi dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial dan simultan, ketiga variabel independen—strategi pemasaran, kualitas pelayanan, dan kualitas produk— berpengaruh positif dan signifikan terhadap keputusan pembelian. Di antara ketiga variabel tersebut, kualitas pelayanan memberikan pengaruh paling dominan terhadap keputusan pembelian. Nilai koefisien determinasi sebesar 63,1% menunjukkan bahwa model dapat menjelaskan variasi keputusan pembelian dengan baik, sedangkan sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Penelitian ini menyimpulkan bahwa untuk meningkatkan keputusan pembelian, Warung Rindu harus fokus pada peningkatan pelayanan, pengembangan strategi pemasaran yang efektif, dan menjaga kualitas produk secara konsisten. Kata kunci: Strategi Pemasaran, Kualitas Pelayanan, Kualitas Produk, Keputusan Pembelian ================================================================================================ This study aims to analyze the influence of marketing strategy, service quality, and product quality on purchasing decisions at Warung Rindu. A quantitative method was employed, and data were collected through questionnaires, interviews, and observations. The sample consisted of 96 respondents, selected using purposive sampling based on Cochran’s formula. Data analysis was conducted using multiple linear regression, t test, F-test, and coefficient of determination with SPSS software. The results indicate that all three independent variables—marketing strategy, service quality, and product quality— have a positive and significant effect on purchasing decisions, both partially and simultaneously. Among them, service quality has the most dominant influence. The coefficient of determination (R²) of 63.1% shows that the model explains a substantial proportion of the variation in purchasing decisions, while the remaining 36.9% is influenced by other factors not included in this study. The study concludes that improving purchasing decisions requires Warung Rindu to focus on enhancing service quality, developing effective marketing strategies, and consistently maintaining product quality. Keywords: Marketing Strategy, Service Quality, Product Quality, Purchasing Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Strategi Pemasaran, Kualitas Pelayanan, Kualitas Produk, Keputusan Pembelian=====================Marketing Strategy, Service Quality, Product Quality, Purchasing 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: | 25 Jun 2025 02:09 |
| Last Modified: | 25 Jun 2025 02:09 |
| URI: | http://repository.ulb.ac.id/id/eprint/1515 |
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