PENGARUH HARGA, KUALITAS PELAYANAN DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN MELON (Suatu Kasus Pada Agro Media Garden di Kecamatan Waringinkurung, Kabupaten Serang)

SILALAHI, NATHANIA ARDELIA (2025) PENGARUH HARGA, KUALITAS PELAYANAN DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN MELON (Suatu Kasus Pada Agro Media Garden di Kecamatan Waringinkurung, Kabupaten Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Agrotourism can be categorized under ecotourism, which refers to a series of tourism activities that utilize agricultural potential as a tourism attraction. The objective of this research is to identify the general condition of Agro Media Garden and to analyze the partial and simultaneous effects of price, service quality, and facilities on the purchase decision of melons at Agro Media Garden. This study uses a quantitative research approach, based on both primary and secondary data. The sampling technique applied in this study is non-probability sampling, specifically purposive sampling. Based on the Lemeshow formula, a total of 100 respondents were selected, consisting of consumers from Agro Media Garden. The analytical methods used in this study include instrument testing (validity and reliability tests), classical assumption tests, multiple linear regression analysis, and hypothesis testing. Based on the results of the multiple linear regression analysis, the following equation was obtained: Y = -1.404 + 0.251X1 + 0.478X2 + 0.407X3 + e. The coefficient of determination (R²) was found to be 0.803, which means that the influence of Price (X1), Service Quality (X2), and Facilities (X3) on Purchase Decision (Y) is 80.3%, while the remaining 19.7% is influenced by other variables not examined in this study. The results of the research indicate that the variables Price (X1), Service Quality (X2), and Facilities (X3) have a significant influence, both partially and simultaneously, on the purchase decision of melons at Agro Media Garden.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	SALEH, KHAERUL	196310162002121001
Thesis advisor	GUNAWAN, GUGUN	196211102000121001

Additional Information:

Agrowisata dapat dikategorikan sebagai bagian dari ekowisata, yang merujuk pada serangkaian aktivitas pariwisata yang memanfaatkan potensi pertanian sebagai daya tarik wisata. Tujuan penelitian ini adalah untuk mengidentifikasi kondisi umum Agro Media Garden dan menganalisis pengaruh harga, kualitas layanan, dan fasilitas secara parsial dan simultan terhadap keputusan pembelian melon di Agro Media Garden. Penelitian ini menggunakan pendekatan penelitian kuantitatif, berdasarkan data primer dan sekunder. Teknik sampling yang diterapkan dalam penelitian ini adalah sampling non-probability sampling dengan metode purposive sampling. Berdasarkan rumus Lemeshow, dipilih total 100 responden yang terdiri dari konsumen di Agro Media Garden. Metode analisis yang digunakan dalam penelitian ini meliputi uji instrumen (uji validitas dan reliabilitas), uji asumsi klasik, analisis regresi linier berganda, dan pengujian hipotesis. Berdasarkan hasil analisis regresi linier berganda, diperoleh persamaan berikut: Y = -1.404 + 0.251X1 + 0.478X2 + 0.407X3 + e. Koefisien determinasi (R²) ditemukan sebesar 0.803, artinya pengaruh Harga (X1), Kualitas Layanan (X2), dan Fasilitas (X3) terhadap Keputusan Pembelian (Y) sebesar 80,3%, sementara 19,7% sisanya dipengaruhi oleh variabel lain yang tidak diuji dalam penelitian ini. Hasil penelitian menunjukkan bahwa variabel Harga (X1), Kualitas Layanan (X2), dan Fasilitas (X3) memiliki pengaruh yang signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian melon di Agro Media Garden.

Uncontrolled Keywords:

agrotourism, multiple linear regression analysis, purchase decision, melon

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis

Depositing User:

Ms. Nathania Ardelia Silalahi

Date Deposited:

15 Sep 2025 06:31

Last Modified:

15 Sep 2025 06:31

URI:

http://eprints.untirta.ac.id/id/eprint/54604

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