Priyanto, Andy and , Ir. Maulidyah Indira Hasmarini, MP. (2023) Analisis Pengaruh Kualitas Produk, Kualitas Layanan, Promosi, Harga dan Penggunaan Qris (Quickresponse Code Indonesian Standard) terhadap Keputusan Pembelian Mahasiswa pada Coffee Shop Bento Kopi UMS. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Bento Kopi UMS is a coffee shop in Sukoharjo Regency that can attract 500-1,000 consumers a day. Initially the market segmentation focused on the general public, but as the market developed, the market segmentation was students, even though the prices offered were relatively expensive compared to other competitors. This research aims to analyze the influence of product quality, service quality, promotional prices, and the use of QRIS on students' purchasing decisions at the UMS Bento Kopi Coffee Shop. This research is a quantitative analysis with primary data obtained through the results of respondent questionnaires. The population in this study were all students in Sukoharjo Regency, while the sample for this study was set at 100 respondents. The method used to determine the effect of the independent variable on the dependent variable is multiple linear regression. The research results show that the variables product quality, service quality, promotion and price have a significant positive effect, while the use of QRIS does not have a significant effect on purchasing decisions. The use of QRIS does not have a significant influence on purchasing decisions because most coffee shops in the region (competitors) already use QRIS as a non-cash payment transaction, so in this case it provides a perception of convenience but has a significant impact on purchasing decisions. significant impact on purchasing decisions. Statistical tests show that promotion is the factor that most influences purchasing decisions followed by price, product quality, use of QRIS, and service quality.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Purchase Decision, Product Quality, Service quality, Promotion, Price, Use of QRIS |
| Subjects: | H Social Sciences > HC Economic Development |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi dan Studi Pembangunan |
| Depositing User: | ANDY PRIYANTO Andy |
| Date Deposited: | 20 Dec 2023 01:21 |
| Last Modified: | 20 Dec 2023 01:22 |
| URI: | http://eprints.ums.ac.id/id/eprint/119080 |
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