MUSLIM, DZALIK (2020) PENGARUH LOKASI, HARGA DANKUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MATAHARI DEPARTMENT STORE ROYAL PLAZA SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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15210547 - ABSTRAK DZALIK MUSLIM.pdf Download (92kB) |
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15210547 - BAB I DZALIK MUSLIM.pdf Download (209kB) |
Abstract
This research is motivated by the phenomenon of the rise of a variety of tradecenter such as department store in Indonesia marks a change in consumershopping behavior from tradisional market to modern market. Matahari DepartmentStore is one of the largest department store fashion and always visited by most ofpeople in Indonesia. The involvement of location, price, and service quality are veryimportant in shopping decision.The problems in this research was the decline in thepercentage of achievement target the sale of the Matahari Department Store RoyalPlaza Surabaya. While the purpose of this research is to find how influence oflocation, price , andservice quality to the purchasingdecision whether partially andsimultaneously.This type of researchis the explanatory research. Based on Cooper& Emory formula, totalsample used in this study is 75respondents were agedbetween 17 years up to 60 years and has bought in the Matahari DepartmentStores Royal Plaza Surabaya in 2019.. Data were collected using a survey methodthrough a questionnaire filled out by respondents. This research uses MultipleLinear Regression Analysis method. Hypothesis testing is done using the T test andthe F test. From the results of the study using the T test, it is known that Location(X1) significantly influences the purchase decision of 2.403, supported bya level ofsignificance of 0.018<0.05 or 5%. Price (X2) is known to have a value of 3,932supported by a level of significance of 0,000 <0.05 or 5%, while Service Quality (X3)has a value of 6.067supported by a significance level of 0.000<0.05 or 5%. Itshowsthe dominant variable in influencing purchasing decisions is the servicequality variable (X3). Location variables (X1), price (X2), and service quality (X3)simultaneously influence the purchase decision. This can be seen from the amountofAdjusted R Square value of 0.639.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Location, Price, Service Quality, Purchasing Decisions. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 30 Sep 2020 09:25 |
| Last Modified: | 10 Jan 2023 09:14 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1604 |
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