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PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN

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ABSTRACT

This research is aimed to find out the service quality, product quality, and store atmosphere which has influence to the purchasing decision at Warung Kopi Mas Bro Surabaya. The population is all customers who have ever purchased product at Warung Kopi Mas Bro Surabaya. The sample collection technique has been conducted by using purposive sampling with the numbers of samples are 100 respondents. The analysis technique has been carried out by using multiple linear regressions analysis in order to find out the magnitude of influences of each independent variables which consists of service quality, product quality, and store atmosphere to the purchasing decision. The result of t test partially shows that significance level which hasbeen obtained from independent variables i.e. service quality is 0.000, product quality is 0.000, and store atmosphere is 0.032 smaller than a=5%. It indicates that the increase of purchasing decision has been influenced by service quality, product quality, and store atmosphere.

Keywords: Service quality, product quality, store atmosphere, purchasing decision.

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Informasi Detil

Judul Seri

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No. Panggil

AMM17/086 Arn p

Penerbit

: ., 2017

Deskripsi Fisik

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Bahasa

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Klasifikasi

AMM17/086

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

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Pernyataan Tanggungjawab

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