ANALISIS KEPUTUSAN PEMPBELIAN BERDASARKAN KEPERCAYAAN KONSUMEN, CITA RASA, KUALITAS PRODUK DAN KUALITAS PELAYANAN PADA LEGA COFFÉE & RESTO DI RANTAUPRAPAT

SITI HAPSAH, NPM 2001100153 (2024) ANALISIS KEPUTUSAN PEMPBELIAN BERDASARKAN KEPERCAYAAN KONSUMEN, CITA RASA, KUALITAS PRODUK DAN KUALITAS PELAYANAN PADA LEGA COFFÉE & RESTO DI RANTAUPRAPAT. Tugas_Akhir (Artikel) Jurnal Review Pendidikan dan Pengajaran, 7 (2). pp. 4170-4179. ISSN 2655-6022 (e-ISSN) / 2655-710X (p-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan konsumen, cita rasa, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian. Penelitian ini dilakukan pada konsumen pengunjung Lega Coffee & Resto di Rantauprapat. Jumlah sampel dalam penelitian ini sebanyak 103 responden. Tehnik pengambilan sampel yaitu accidental sampling. Pengumpulan data di peroleh dari hasil penyebaran kuesioner konsumen pengunjung Lega Coffee & Resto Rantauprapat. Metode analisis data dan uji hipotesis dengan menggunakan Smart-PLS 4.0 (Partial Least Square). Hasil penelitian ini menunjukkan bahwa berdasarkan hasil evaluasi dari model pengukuran bahwa pada variabel X1,X2,X3,X4 dan Y total keseluruhan 23 indikator dinyatakan valid. Berdasarkan hasil pengujian hipotesis variabel kepercayaan konsumen, cita rasa, kualitas produk,dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Kepercayaan Konsumen, Cita Rasa, Kualitas Produk, Kualitas Pelayanan ================================================================================================= This research aims to analyze the influence of consumer trust, taste, product quality and service quality on purchasing decisions. This research was conducted on consumers visiting Lega Coffee & Resto in Rantauprapat. The number of samples in this study was 103 respondents. The sampling technique is accidental sampling. Data collection was obtained from the results of distributing consumer questionnaires to visitors to Lega Coffee & Resto Rantauprapat. Data analysis method and hypothesis testing using Smart-PLS 4.0 (Partial Least Square). The results of this research show that based on the evaluation results of the measurement model that variable X1,X2,X3,X4 and Y a total of 23 indicators were declared valid. Based on the results of hypothesis testing, the variables consumer trust, taste, product quality and service quality have a positive and significant effect on purchasing decisions. Keywords : Consumer Trust, Taste, Product Quality, Service Quality

Item Type:	Article
Uncontrolled Keywords:	Kepercayaan Konsumen, Cita Rasa, Kualitas Produk, Kualitas Pelayanan ========================== Consumer Trust, Taste, Product Quality, Service Quality
Subjects:	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:	13 Jun 2024 02:29
Last Modified:	13 Jun 2024 02:29
URI:	http://repository.ulb.ac.id/id/eprint/803

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