Analisis Pengaruh Kualitas Pelayanan, Harga dan Lokasi terhadap Keputusan Pembelian di Kedai Cekopi Mendungan Kartasura

Apriliyanto, Arif Dili and -, Basworo Dibyo, S.E, M.Si (2020) Analisis Pengaruh Kualitas Pelayanan, Harga dan Lokasi terhadap Keputusan Pembelian di Kedai Cekopi Mendungan Kartasura. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the analysis of the effect of service quality, price and location on purchasing decisions at the Kartasura Mendis Shop. Samples were taken at the CEKOPI Store located in Mendungan, Kleco, Pabelan, Kartasura as many as 100 respondents. The respondents of this study were customers who came to the CEKOPI Mendungan Store with a questionnaire focused on service quality, price, location and purchasing decisions. The sampling technique in this study is simple random sampling. The data analysis method is multiple linear regression analysis test with t test, f test, and coefficient of determination (R2). In this study the data meets for normal distribution. The results showed that the Service Quality variable (X1) had a significant and positive effect on the Purchasing Decision (Y), the Price variable (X¬2) had a significant and positive effect on the Purchasing Decision (Y), the Location variable (X3) had an effect but was not significant and positive on the Purchasing Decision (Y) and Service Quality (X1) and Price (X2) variables are models that are able to explain the Purchase Decision variable (Y) in CEKOPI Stores significantly. The fourth hypothesis is accepted. The F test shows that there is a simultaneous influence between Service Quality, Price and Location variables on Purchasing Decisions. The most dominant variable influencing the Purchasing Decision (Y) is the Service Quality variable (X1).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	service quality, price, location, purchase decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ARIF DILI APRILIYANTO
Date Deposited:	24 Feb 2020 04:25
Last Modified:	24 Feb 2020 04:25
URI:	http://eprints.ums.ac.id/id/eprint/81675

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