Analisis Pengaruh Kesadaran Merk, Keragaman Menu, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Membeli Di Kedai Solo Kopi

Nafi’, Mukhtar and , Lukman Hakim, S.E., M.Si. (2020) Analisis Pengaruh Kesadaran Merk, Keragaman Menu, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Membeli Di Kedai Solo Kopi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (575kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (656kB)
	PDF (Bab I) BAB I.pdf Download (89kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (108kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (265kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (156kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (7kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (81kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (473kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Pernyataan Publikasi.pdf Restricted to Repository staff only Download (185kB) | Request a copy

Abstract

The purpose of this study was to examine the effect of brand awareness, menu diversity, promotion and service quality on purchasing decisions in Solo Kopi Surakarta. This research method uses a quantitative approach that uses numerical data. The population in this study were consumers in Solo Kopi Surakarta. Total population is not known with certainty and a sample of 100 respondents. The sampling technique uses purposive sampling. Data analysis techniques using are (1) instrument test (validity and reliability test), (2) Classical Assumption Test (normality, multicollinearity, heteroscedasticity) and (3) Hypothesis Test (multiple linear regression analysis, t test, F test and R2) . The results showed that the t test showed that (1) brand awareness had a significant effect on purchasing decisions in Solo Kopi Surakarta. (2) The diversity of the menu has a significant effect on purchasing decisions in Solo Kopi Surakarta. (3) Promotion has a significant effect on purchasing decisions at Solo Kopi Surakarta. (4) Service quality has a significant effect on purchasing decisions in Solo Kopi Surakarta.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Awareness, Menu Diversity, Promotion, Service Quality And Purchasing Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUKHTAR NAFI'
Date Deposited:	27 Nov 2020 02:01
Last Modified:	27 Nov 2020 02:01
URI:	http://eprints.ums.ac.id/id/eprint/87862

Actions (login required)

View Item