AMELIA, NURALYA (2025) Pengaruh Harga, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Pada Toko Kopi Tuku Di Blok M Jakarta Selatan. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Nuralya Amelia_4441210076_Fulltext.pdf Restricted to Registered users only Download (1MB) |
|
Text
Nuralya Amelia_4441210076_02.pdf Restricted to Registered users only Download (226kB) |
|
Text
Nuralya Amelia_4441210076_03.pdf Restricted to Registered users only Download (146kB) |
|
Text
Nuralya Amelia_4441210076_04.pdf Restricted to Registered users only Download (268kB) |
|
Text
Nuralya Amelia_4441210076_05.pdf Restricted to Registered users only Download (48kB) |
|
Text
Nuralya Amelia_4441210076_Ref.pdf Restricted to Registered users only Download (119kB) |
|
Text
Nuralya Amelia_4441210076_Lamp.pdf Restricted to Registered users only Download (1MB) |
|
Text
Nuralya Amelia_4441210076_01.pdf Restricted to Registered users only Download (780kB) |
Abstract
This study aimed to analyze the factors of price, service quality, and brand image on purchasing decisions at the Tuku coffee shop. This study was conducted at the Tuku Coffee Shop, Blok M branch, South Jakarta. The samples used were 40 consumers accidentally. Analytical methods used validity and reliability analysis, classical assumption test, multiple regression analysis, and hypothesis testing by t test and f test. the result showed the price variable obtained positive results with a value of 0.386, the service quality variable obtained positive results with a value of 0.370, the brand image variable obtained negative results with a value of -0.136. The partial test results showed that both price and service quality variables have a partial effect on purchasing decisions at Tuku Coffee Shop, while the brand image variable does not have a partial effect on purchasing decisions at Tuku Coffee Shop. The results of the simultaneous test show that the f-count value obtained is 20.323 with a significant value of 0.000, which means that the f-count value of 11.743> f-table value of 2.87 and a significant value of 0.000 <0.05, which means that these variables have a simultaneous effect on purchasing decisions at Tuku Coffee Shop
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk menganalisis faktor harga, kualitas pelayanan, dan citra merek terhadap keputusan pembelian pada kedai kopi Tuku. Penelitian ini dilakukan di Kedai Kopi Tuku cabang Blok M Jakarta Selatan. Sampel yang digunakan sebanyak 40 konsumen secara tidak sengaja. Metode analisis yang digunakan adalah analisis validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, dan pengujian hipotesis dengan uji t dan uji f. Hasil penelitian menunjukkan variabel harga memperoleh hasil positif dengan nilai sebesar 0,386, variabel kualitas pelayanan memperoleh hasil positif dengan nilai sebesar 0,370, variabel citra merek memperoleh hasil negatif dengan nilai sebesar -0,136. Hasil uji parsial menunjukkan bahwa variabel harga dan kualitas pelayanan secara bersama-sama berpengaruh terhadap keputusan pembelian pada Kedai Kopi Tuku, sedangkan variabel citra merek tidak berpengaruh secara bersama-sama terhadap keputusan pembelian pada Kedai Kopi Tuku. Hasil uji simultan menunjukkan nilai f hitung yang diperoleh sebesar 20,323 dengan nilai signifikan sebesar 0,000 yang berarti nilai f hitung sebesar 11,743 > nilai f tabel sebesar 2,87 dan nilai signifikan sebesar 0,000 < 0,05 yang berarti variabel tersebut berpengaruh secara simultan terhadap keputusan pembelian di Kedai Kopi Tuku | |||||||||
| Uncontrolled Keywords: | price, service quality, and brand image, purchasing decisions | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
|||||||||
| Depositing User: | NURALYA AMELIA | |||||||||
| Date Deposited: | 04 Jun 2025 04:24 | |||||||||
| Last Modified: | 04 Jun 2025 04:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49209 |
Actions (login required)
 |
View Item |