RINI ANDRIYANI, NPM 2101300328 (2025) PENGARUH PERSEPSI, KUALITAS PELAYANAN, DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG RIZKI. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1469-1478. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi konsumen, kualitas layanan, dan nilai pelanggan terhadap keputusan pembelian di Warung Rizki. Pendekatan yang digunakan adalah kuantitatif dengan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM). Metode Penelitian menggunakan pendekatan kuantitatif deskriftif yang bertujun untuk mengukur serta menganalisis hubungan dan pengaruh antar variable. Data dikumpulkan melalui kuesioner terhadap konsumen yang memiliki pengalaman berbelanja di Warung Rizki. Hasil penelitian menunjukkan bahwa ketiga variabel independen persepsi konsumen, kualitas layanan, dan nilai pelanggan berpengaruh positif dan signifikan terhadap keputusan pembelian. Di antara ketiganya, nilai pelanggan merupakan faktor yang paling dominan dalam mempengaruhi keputusan pembelian, diikuti oleh persepsi konsumen dan kualitas layanan. Penelitian ini menegaskan pentingnya pemahaman terhadap nilai yang dirasakan konsumen serta konsistensi dalam pelayanan untuk meningkatkan loyalitas pelanggan dan daya saing usaha kuliner Kata Kunci : Persepsi Konsumen, Kualitas Layanan, Nilai Pelanggan, Keputusan Pembelian, Warung Rizki ================================================================================================= This study aims to examine the influence of consumer perception, service quality, and customer value on purchase decisions at Warung Rizki. A quantitative approach was employed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to consumers with prior purchasing experience at Warung Rizki. The results indicate that all three independent variables—consumer perception, service quality, and customer value—have a positive and significant impact on purchase decisions. Among them, customer value is the most dominant factor influencing purchasing decisions, followed by consumer perception and service quality. These findings highlight the importance of perceived value and consistent service delivery in enhancing customer loyalty and increasing competitiveness in the culinary business sector. Keywords : Consumer Perception, Service Quality, Customer Value, Purchase Decision, Warung Rizki
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Persepsi Konsumen, Kualitas Layanan, Nilai Pelanggan, Keputusan Pembelian, Warung Rizki=====================Consumer Perception, Service Quality, Customer Value, Purchase Decision, Warung Rizki |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor 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: | 09 Jul 2025 08:58 |
| Last Modified: | 09 Jul 2025 08:58 |
| URI: | http://repository.ulb.ac.id/id/eprint/1555 |
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