Pengaruh Harga, Kualitas Pelayanan, dan Promosi Terhadap Keputusan Pembelian di Maxx Coffee UPH Karawaci

Herkimson, Calvin (2020) Pengaruh Harga, Kualitas Pelayanan, dan Promosi Terhadap Keputusan Pembelian di Maxx Coffee UPH Karawaci. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Lifestyle is an action that shows how a person lives, spends money, and allocates his time. This study aims to analyze the effect of product prices, service quality, promotion on purchasing decisions. the research sample was 85 respondents. The method of collecting data in this study using a questionnaire. The classic assumption tests used in this research are normality test, heteroscedasticity test, and multicollinearity test. The results of this study are that price does not affect purchasing decisions at Maxx Coffee, service quality has a positive effect on Maxx Coffee, Promotion has a positive effect on purchasing decisions. at Maxx Coffee. Keywords: price, quality of service, and promotion, purchase decisions / Gaya hidup merupakan tindakan yang menunjukkan bagaimana seseorang itu hidup, membelanjakan uangnya, dan mengalokasikan waktunya. Penelitian ini bertujuan untuk menganalisis pengaruh harga produk, kualitas pelayanan, promosi terhadap keputusan pembelian. sampel penelitian adalah sebesar 85 responden. Metode pengumpulan data pada penelitian ini dengan menggunakan kuesioner. Uji asumsi klasik yang digunakan didalam penelitian ini adalah uji normalitas, uji heteroskedastisitas, dan uji multikolinearitas.Hasil dari penelitian ini adalah Harga tidak berpengaruh terhadap keputusan pembelian di Maxx Coffee, kualitas pelayanan berpengaruh secara positif terhadap Maxx Coffee, Promosi berpengaruh secara positif terhadap keputusan pembelian di Maxx Coffee. Kata Kunci: harga, kualitas layanan, dan promosi, keputusan pembelian

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