Agustiani, Wiwi (2023) Analisis Pengaruh Kualitas Produk, Harga dan Tempat Terhadap Keputusan Pembelian Coffee Shop Hydro Cafe di Kabupaten Serang. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Coffee is an important type of drink for most people around the world, Seeing a business opportunity, food services business actors are looking at the coffee shop business. One of them is Hydro Cafe which is located on Jl. Raya Ciruas - Petir No. 18. The demand for coffee is increasing due to the large number of people who consume coffee with today's trand. So that many coffee shops maintain product quality in order to produce a good taste. This research was conducted using the multiple regression analysis method with the help of an instrument in the form of a questionnaire. With the results of the study: obtained a calculated F value of 7,039 and a significance value of 0.001 which means less than 0.05 (0.001 < 0.05) it can be concluded that product quality, price and place have a simultaneous effect (together) on purchasing decisions. And obtained the value of the product quality variable of 0.513 which means that H1 is rejected or H0 is accepted, the price variable of 0.006 and the place variable of 0.026 which means that H1 is accepted or H0 is rejected, meaning that the price and place have a partial influence on the purchase decision. Keywords: Product Quality, Price, Place, Purchasing Decisions

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor SARIYOGA, SETIAWAN 197502062005011003 Thesis advisor SUHERMAN, SUHERMAN 196702091999011001
Additional Information:	Kopi merupakan jenis minuman yang penting bagi kebanyakan orang di seluruh dunia, Melihat peluang bisnis tersebut, para pelaku usaha jasa makanan melirik bisnis coffee shop. Salah satunya adalah Hydro Cafe yang terletak di Jl. Raya Ciruas - Petir No. 18. Permintaan kopi semakin meningkat karena banyaknya masyarakat yang mengkonsumsi kopi dengan trand saat ini. Sehingga banyak kedai kopi yang menjaga kualitas produk agar menghasilkan cita rasa yang enak. Penelitian ini dilakukan dengan menggunakan metode analisis regresi berganda dengan bantuan instrumen berupa kuesioner. Dengan hasil penelitian diperoleh nilai F hitung sebesar 7,039 dan nilai signifikansi 0,001 yang berarti lebih kecil dari 0,05 (0,001 < 0,05) maka dapat disimpulkan bahwa kualitas produk, harga dan tempat berpengaruh secara simultan (bersama-sama) terhadap pembelian keputusan. Dan diperoleh nilai variabel kualitas produk sebesar 0,513 yang berarti H1 ditolak atau H0 diterima, variabel harga sebesar 0,006 dan variabel tempat sebesar 0,026 yang berarti H1 diterima atau H0 ditolak, artinya harga dan tempat memiliki pengaruh parsial terhadap keputusan pembelian. Kata Kunci : Kualitas Produk, Harga, Tempat, Keputusan Pembelian
Uncontrolled Keywords:	Keywords: Product Quality, Price, Place, Purchasing Decisions Kata Kunci : Kualitas Produk, Harga, Tempat, Keputusan Pembelian
Subjects:	Communication > Science Journalism Communication > Communication (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs Wiwi Agustiani
Date Deposited:	28 Jul 2023 10:08
Last Modified:	28 Jul 2023 10:08
URI:	http://eprints.untirta.ac.id/id/eprint/27382

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