PUSPITA SARI, RATNA (2023) KUALITAS PELAYANAN DAN INOVASI PRODUK TERHADAP MINAT BELI KONSUMEN PADA UCI BAKERY DI KABUPATEN TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study was to analyze the effect of service quality and product innovation on consumer buying interest in Uci Bakery partially and simultaneously. This type of research is descriptive quantitative. The types of data obtained are primary data and secondary data. In this study, variable measurements used a Likert scale. Data collection techniques using observation, interviews, questionnaires and literature studies. The population in this study were Uci Bakery consumers with sampling techniques using Accidental Sampling which amounted to 60 respondents. Analysis techniques using multiple linear regression analysis, hypothesis testing t test, f test and coefficient of determination (R2) which previously the data has been tested using validity test, reliability test, and classical assumption test. Based on the results of research and discussion that the service quality variable (X1) has a positive and significant effect on consumer buying interest (Y) at Uci Bakery, the product innovation variable (X2) has a positive and significant effect on consumer buying interest (Y) at Uci Bakery. Service quality and product innovation simultaneously have a positive and significant effect on consumer buying interest in Uci Bakery. The result of the R2 analysis is 0.484, this means that 48.4% of the variables; Purchase Interest can be explained by Service Quality and Product Innovation, while the other 51.6% is in other variables not explained in this study.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dan inovasi produk terhadap minat beli konsumen pada Uci Bakery secara parsial dan simultan. Jenis penelitian ini adalah deskriptif kuantitatif. Jenis data yang diperoleh adalah data primer dan data sekunder. Dalam penelitian ini, pengukuran variabel menggunakan skala likert. Teknik pengumpulan data menggunakan observasi, wawancara, kuesioner dan studi pustaka. Populasi dalam penelitian ini adalah konsumen Uci Bakery dengan teknik pengambilan sampel menggunakan Accidental Sampling yang berjumlah 60 responden. Teknik analisis menggunakan analisis regresi linier berganda, uji hipotesis uji t, uji f dan koefisien determinasi (R2 ) yang sebelumnya data telah diuji dengan menggunakan uji validitas, uji reliabilitas dan uji asumsi klasik. Berdasarkan hasil penelitian dan pembahasan bahwa variabel kualitas pelayanan (X1) berpengaruh positif dan signifikan terhadap minat beli konsumen (Y) pada Uci Bakery, variabel inovasi produk (X2) berpengaruh positif dan signifikan terhadap minat beli konsumen (Y) pada Uci Bakery. Kualitas pelayanan dan inovasi produk secara simultan berpengaruh positif dan signifikan terhadap minat beli konsumen pada Uci Bakery. Hasil analisis R2 sebesar 0,484, hal ini berarti 48,4% variabel; Minat Beli dapat dijelaskan oleh Kualitas Pelayanan dan Inovasi Produk, sedangkan 51,6% lainnya terdapat pada variabel lain yang tidak dijelaskan dalam penelitian ini. | |||||||||
| Uncontrolled Keywords: | Buying Interst, Product Innovation, Service Quality Kualitas Pelayanan, Inovasi Produk, Minat Beli | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Ratna Puspita Sari | |||||||||
| Date Deposited: | 28 Jul 2023 14:20 | |||||||||
| Last Modified: | 28 Jul 2023 14:20 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27398 |
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