Effect of servicescape, discount, brandimage, servicequality on purchase decision at starbucks Karawaci, Supermall = Pengaruh servicescape, diskon, citra merek, kualitas layanan terhadap keputusan pembelian di starbucks supermall, Karawaci

Enrico, Enrico (2020) Effect of servicescape, discount, brandimage, servicequality on purchase decision at starbucks Karawaci, Supermall = Pengaruh servicescape, diskon, citra merek, kualitas layanan terhadap keputusan pembelian di starbucks supermall, Karawaci. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to see the effect of a well-designed servicescape on purchasing decisions at Starbucks Supermall. The effect of the purchase discount provided by Starbucks Supermall on product decisions. The influence of Starbucks Supermall brand image on product purchasing decisions. The effect of service quality that is owned by Starbucks Supermall on product purchasing decisions. Data collection will be carried out by distributing questionnaires to Starbucks customers, Karawaci either directly or indirectly. Determination of the number of samples using the number of indicators with SEM-AMOS analysis theory, namely between 100 to 200 samples. This results is brand image affects purchasing decisions, servicescape affects on purchasing decisions and service quality affects purchasing decisions but discount hasn’t effect on purchasing decisions Keyword: Servicescape, Discount, Brand Image, Service Quality, Purchase Decisions / Penelitian ini bertujuan untuk melihat pengaruh servicescape yang dirancang dengan baik terhadap keputusan pembelian di Starbucks Supermall. Pengaruh diskon pembelian yang diberikan oleh Starbucks Supermall terhadap keputusan produk. Pengaruh citra merek Starbucks Supermall terhadap keputusan pembelian produk. Pengaruh kualitas layanan yang dimiliki oleh Starbucks Supermall terhadap keputusan pembelian produk. Pengumpulan data akan dilakukan dengan menyebarkan kuesioner kepada pelanggan Starbucks, Karawaci baik secara langsung maupun tidak langsung. Penentuan jumlah sampel menggunakan jumlah indikator dengan teori analisis SEM-AMOS yaitu antara 100 sampai 200 sampel. Hasil penelitian ini adalah citra merek mempengaruhi keputusan pembelian, servicescape mempengaruhi keputusan pembelian dan kualitas layanan mempengaruhi keputusan pembelian sedangkan diskon tidak berpengaruh pada keputusan pembelian. Kata Kunci: Servicescape, Diskon, Citra Merek, Kualitas Layanan, Keputusan Pembelian

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