The effect of service quality toward customer purchase decision in Warung Kopi Srikandi Cemara Asri

Topan, Janet (2021) The effect of service quality toward customer purchase decision in Warung Kopi Srikandi Cemara Asri. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is conducted with the purpose to reveal whether there are any effects between service quality towards customer purchase decision in Warung Kopi Srikandi. Furthermore, this research will also help other restaurant and other researchers to understand and get more knowledge about the variables. Service quality is one of the most important tasks in running a business. In order to maintain the business, the company has to meet the quality of the service that the customers expected. It is important for the company to understand the customer behavior in order to give the best service quality. Therefore, it is important to the company to identify how was the good service quality is to increase the purchase decision. This research is using a quantitative design and using IBM SPSS application. This research is using primary and secondary data. The data analysis method that used in this research are descriptive statistic, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z test. The result of this research are: based on the Z test, it shows that the Z count (2.67) > Z table (1.96). This research shows that the Z count are higher than the Z table which means there are an effect between the service quality to the customer purchase decision. The coefficient of determination in this research shows that 0.389 which means the variable has a weak and positive relationship. In conclusion, after the research and analysis on the restaurant, it can be proven that the service quality does have an effect toward the customer purchase decision in Warung Kopi Srikandi. / Penelitian ini dilakukan dengan tujuan untuk mengungkapkan apakah ada pengaruh antara kualitas pelayanan terhadap keputusan pembelian konsumen di Warung Kopi Srikandi. Selain itu, penelitian ini juga akan membantu restaurant lain dan peneliti lain untuk memahami dan mendapatkan beberapa pengetahuan tentang variable yang dibahas. Kualitas pelayanan merupakan salah satu perkerjaan yang paling penting dalam menjalankan suatu bisnis. Untuk mempertahankan bisnis tersebut, perusahaan harus menemukan kualitas pelayanan seperti yang diharapkan pelanggan. Sangat penting bagi perusahaan untuk mengetahui perilaku konsumen demi memberikan kualitas pelayanan yang bagus. Selain itu, penting untuk perusahaan untuk mengetahui bagaimana kualiatas pelayanan yang bagus untuk meningkatkan keputusan pembelian. Penelitian ini menggunakan metode kuantitatif dan aplikasi IBM SPSS. Penelitian ini menggunakan data primer dan data sekunder. Metode analisis data yang digunakan di penelitian ini adalah deskriptif statistik, uji validitas, uji reliabilitas, uji normalitas, koeficient korelasi, koeficient deterinasi, analisis linear berganda dan uji Z. Hasil dari penelitian ini adalah: berdasarkan hasil uji Z, menunjukan Z hitung (2,67) > Z tabel (1,96). Penelitian ini menunjukan Z hitung lebih besar dari pada Z tabel yang berarti terdapat hubungan antara kualitas pelayanan terhadap keputusan pembelian konsumen. Koeficient determinasi di penelitian ini menunjukan 0,389 yang berarti variabel memiliki hubungan yang lemah dan positif. Sebagai kesimpulan, setelah melakukan penelitian dan analisis terhadap restaurant, dapat dibuktikan bahwa kualitas pelayanan memiliki efek terhadap keputusan pembelian konsumen di Warung Kopi Srikandi.

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