DWI NURHALISA, AMALIA (2024) PENGARUH KUALITAS PRODUK, HARGA, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN MINUMAN KOPI DI KEDAI KOPI NEW SPIRIT KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The development of the number of coffee business began to increase, businessmen required to provide quality products, the right price as well as a comfortable atmosphere of place. New Spirit is one of the coffee shops in Serang City that is able to survive in the midst of similar business competition. The type of trial is a quantitative descriptive study with a total of 40 respondents. The method used in research uses Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. The quality of the product, the price and the store atmosphere simultaneously influence the decision to buy coffee in the New Spirit Coffee Shop. The product quality and price in part have no influence on the purchase decision at the New Spirits Coffee Store, and the storage atmosphere has a partial influence in part on the decision of buying coffee drinks in the new spirit Coffee shop.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perkembangan jumlah bisnis kopi yang mulai meningkat, pelaku bisnis mengharuskan untuk memberikan produk yang berkualitas, harga yang tepat serta suasana tempat yang nyaman. New Spirit merupakan salah satu kedai kopi di Kota Serang yang mampu bertahan di tengah pesaingan bisnis sejenis. Jenis penelitian yang digubakan adalah penelitian deskriptif kuantitatif dengan jumlah responden sebanyak 40 responden. Metode yang digunakan dalam penelitian menggunakan Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik, dan Uji Hipotesis. kualitas produk, harga dan store atmosphere secara simultan berpengaruh terhadap keputusan pembelian minuman kopi di Kedai Kopi New Spirit. Kualitas produk dan harga secara parsial tidak berpengaruh terhadap keputusan pembelian minuman kopi di Kedai Kopi New Spirit, dan store atmosphere berpengaruh secara parsial terhadap keputusan pembelian minuman kopi di Kedai Kopi New Spirit. | |||||||||
| Uncontrolled Keywords: | quality products, price and atmosphere of place. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Amalia Dwi Nurhalisa | |||||||||
| Date Deposited: | 14 Aug 2024 10:26 | |||||||||
| Last Modified: | 14 Aug 2024 10:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38902 |
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