IQBAL CHAN, NPM 2201105253 (2024) PENGARUH PROMOSI, HARGA, KEPUASAN KONSUMEN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA CAFÉ REKAYASA KOPI RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1367-1375. ISSN 2807-2219(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, kepuasan konsumen, dan kualitas pelayanan terhadap keputusan pembelian di Café Rekayasa Kopi Rantauprapat. Metode penelitian yang digunakan adalah kuantitatif dengan teknik non-probability sampling dan purposive sampling. Sampel penelitian terdiri dari 96 orang yang dipilih berdasarkan kebetulan dan kecocokan sebagai sumber data. Teknik pengumpulan data dilakukan melalui observasi, studi dokumentasi, dan kuesioner. Analisis data menggunakan regresi linier berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa promosi, harga, kepuasan konsumen, dan kualitas pelayanan secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian di Café Rekayasa Kopi Rantauprapat. Kata Kunci: Promosi, Harga, Kepuasan Konsumen, Kualitas Pelayanan, Keputusan Pembelian ================================================================================================ This study aims to analyze the effect of promotion, price, customer satisfaction, and service quality on purchase decisions at Rekayasa Kopi Café in Rantauprapat. The research method used is quantitative with a non-probability sampling technique and purposive sampling. The sample consists of 96 individuals selected based on chance and suitability as data sources. Data collection techniques include observation, documentation study, and questionnaires. Data analysis was performed using multiple linear regression with SPSS software. The results indicate that promotion, price, customer satisfaction, and service quality simultaneously have a positive and significant effect on purchase decisions at Rekayasa Kopi Café in Rantauprapat. Keywords: Promotion, Price, Consumer Satisfaction, Service Quality, Purchasing Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Promosi, Harga, Kepuasan Konsumen, Kualitas Pelayanan, Keputusan Pembelian===============Promotion, Price, Consumer Satisfaction, Service Quality, Purchasing Decision |
| Subjects: | H Social Sciences > HB Economic Theory 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: | 09 Jun 2026 04:34 |
| Last Modified: | 09 Jun 2026 04:34 |
| URI: | http://repository.ulb.ac.id/id/eprint/2523 |
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