Pengaruh Harga, Kualitas Produk, Promosi, Dan Suasana Kedai Kopi Terhadap Minat Berkunjung Mahasiswa

Romdhoni, Ridwan and , Dr. M. Farid Wajdi, S.E, M.M (2023) Pengaruh Harga, Kualitas Produk, Promosi, Dan Suasana Kedai Kopi Terhadap Minat Berkunjung Mahasiswa. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study discusses the influence of four aspects that’s Price, Product Quality, Promotion, and Coffee Shop Atmosphere on Students' Visiting Interests. This study has a total of 115 UMS students who have visited a coffee shop at least 2 times. This study applies a quantitative methodology with the sampling technique used in this study is non-probably sampling with purposive sampling. While the analytical method used is Multiple Linear Regression Analysis. The results of this study indicate that the four aspects ( Price, Quality Product, Promotion, and Atmosphere) are a significant effect on affect the Interest of Visiting Coffee Shop Students. It is proven by the results of the t-test of the value of the price variable (X1), the value of count = 3.991 which is more than the value of Ttable (1.983) and the significance value of 0.000 is less than 0.05. The product quality variable (X2) has a tcount = 2.762 which is more than the Ttable value (1.983) and the significance value is 0.045 which is less than 0.05. Promotional variable (X3) the value of tcount = 2.360 which is more than the value of Ttable (1.983) and a significance value of 0.017 which is less than 0.05. atmosphere variable (X4) the value of tcount = 3.766 which is more than the value of Ttable (1.983) and the significance value of 0.000 is less than 0.05. While the results of multiple linear regression analysis get a positive constant (α) value of 1.730, indicating that there is a unidirectional positive effect between the independent and dependent variables.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Price, Product Quality, Promotion, Atmosphere and Interest in Visiting.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIDWAN ROMDHONI
Date Deposited:	01 Mar 2023 03:37
Last Modified:	01 Mar 2023 03:37
URI:	http://eprints.ums.ac.id/id/eprint/110605

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