Dimas Aprianda, NPM 2001100215 (2024) PENGARUH KUALITAS PRODUK, EQUITAS MEREK, PERSEPSI KONSUMEN, STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA CAFÉ PONDOK CENDANA RANTAUPRAPAT. Tugas_Akhir (Artikel) MSEJ : Management Studies and Entrepreneurship Journal, 5 (2). pp. 5165-5176. ISSN 2715-792X (Online) / 2715-791 (Print)
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Abstract
This study aims to analyze the effect of product quality, brand equity, consumer perceptions, store atmosphere and service quality on purchasing decisions at Café Pondok Cendana Rantauprapat. This type of research is quantitative, the place of this research is Café Pondok Cendana Rantauprapat. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. The population in this study were consumers of Café Pondok Cendana Rantauprapat. To simplify the sample size, researchers used the formula submitted by Ferdinand (2014). Thus, the number of samples in this study were 125 respondents. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. In this study using multiple linear regression analysis tested with partial (t), simultaneous (F) and coefficient of determination tests. The results showed that product quality, brand equity, consumer perceptions, store atmosphere and service quality simultaneously had a positive and significant effect on purchasing decisions at Café Pondok Cendana Rantauprapat. Keywords: Product Quality, Brand Equity, Consumer Perception, Store Atmosphere, Service Quality, Purchasing Decisions ===================================================================================================== Penelitian ini bertujuan untuk menganalisis analisis pengaruh kualitas produk, equitas merk, persepsi konsumen, store atmosphere dan kualitas pelayanan terhadap keputusan pembelian pada Café Pondok Cendana Rantauprapat. Jenis penelitian ini bersifat kuantitatif, yang menjadi tempat penelitian ini adalah Café Pondok Cendana Rantauprapat. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen Café Pondok Cendana Rantauprapat. Untuk menyederhanakan jumlah sampel, peneliti menggunakan rumus yang disampaikan Ferdinand (2014). Dengan demikian maka jumlah sampel dalam penelitian ini adalah 125 responden. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Pada penelitian ini menggunakan analisis regresi linier berganda diuji dengan uji parsial (t), simultan (F) dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk, equitas merk, persepsi konsumen, store atmosphere dan kualitas pelayanan secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Café Pondok Cendana Rantauprapat Kata Kunci: Kualitas Produk, Equitas Merk, Persepsi Konsumen, Store Atmosphere, Kualitas Pelayanan, Keputusan Pembelian
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Product Quality, Brand Equity, Consumer Perception, Store Atmosphere, Service Quality, Purchasing Decisions =========================================== Kualitas Produk, Equitas Merk, Persepsi Konsumen, Store Atmosphere, Kualitas Pelayanan, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Jun 2024 07:25 |
| Last Modified: | 04 Jun 2024 07:25 |
| URI: | http://repository.ulb.ac.id/id/eprint/741 |
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