KHOLIK, ABDUL (2018) PENGARUH HARGA DAN PROMOSI TERHADAP KUALITAS PELAYANAN DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN DOREMI SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
Research entitled The Influence Of Price And Promotion Of Service Quality And Its Impact On Consumer Purchase Decision At Restaurant Doremi Surabaya, aims to examine the influence of direct or indirect price and promotion of purchasing decisions through product quality. This research is a type of quantitative research, using the population of consumers who visited the restaurant Doremi Surabaya, using a sample of 85 respondents. using data path with Software SPSS computer program. The result of this research shows that the price has significant effect to the Quality of Restaurant Service of Doremi, with the value of beta coefficient of 0.582 which means that the price influence the quality of service with the influence value of 58.2% .Promosi significantly influence the Quality of Restaurant Service Doremi, with the value of beta coefficient of 0.264 it means that the Promotion affects the quality of service with the value of influence of 26.4%. Price significant effect on Consumer Buying Decision Restaurant Doremi, with the value of beta coefficient of 0.354 which means that the price effect on Purchase Decision with the value of influence of 35.4%. Purchase of consumer Restaurant Doremi, with beta coefficient value of 0.321 which means that the Promotion affects the Purchase Decision with the value of influence of 32.1%. Quality of Service has a significant effect on Decision Pembelian angan consumer Doremi Restaurant, with the value of beta coefficient of 0.303 which means that Service Quality affects Purchase Decision with an influence value of 30.3%. The direct influence of Price to Purchase Decision is 35.4%, while Price Indirect Influence on Purchase Decision through Service Quality is 17.6%. The contribution of direct influence of Promotion to Purchase Decision is 32.1%, while Indirect Influence of Promotion on Purchase Decision through Quality of Service is 8.0%.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Price, Promotion, Service Quality and Purchase Decision. |
| Subjects: | Akuntansi |
| Divisions: | S1 Akuntansi |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 18 Oct 2018 09:01 |
| Last Modified: | 13 Dec 2022 09:01 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/84 |
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