PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN ATMOSFER TOKO TERHADAP KEPUTUSAN PEMBELIAN MAKANAN CEPAT SAJI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

NABILAH, DINDA (2020) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN ATMOSFER TOKO TERHADAP KEPUTUSAN PEMBELIAN MAKANAN CEPAT SAJI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (678kB) | Preview
Preview	Text Table_Of_Content.pdf Download (46kB) | Preview
Preview	Text Chapter1.pdf Download (154kB) | Preview
	Text Chapter2.pdf Restricted to Repository staff only Download (319kB)
Preview	Text Chapter3.pdf Download (266kB) | Preview
	Text Chapter4.pdf Restricted to Repository staff only Download (629kB)
Preview	Text Chapter5.pdf Download (73kB) | Preview
Preview	Text Bibliography.pdf Download (137kB) | Preview

Abstract

DINDA NABILAH, The Influence Of Product Quality, Service Quality And Store Atmosphere Toward Purchase Decision Of Fast Food In Students Of Faculty Of Economics, State University Of Jakarta. This study is aimed to determine the influence of product quality, service quality and store atmosphere toward purchase decisions of fast foods. This research is on one of fast food brand, which is Burger King. This study is conducted at the Faculty of Economics, State University of Jakarta as long as 6 months, from January to June 2020. The method of this study was used a survey method. The populations of this study are all student of the Faculty of Economics, State University of Jakarta. The sampling technique which used for this study was purposive sampling technique of 150 people. The resulting regression of equation is Ŷ = 19.506 + 0.244 X1 + 0.211 X2 + 0.357 X3. The test requirements for analysis are the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produce a significant level of Y value of 0.200 , X1 is 0,200, X2 is 0,200 and X3 is 0,092 because the significance level of the three variables> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Linearity regression test of Y for X1, Y for X2 and Y for X3 produces a significance value in Linearity, which is 0,000 <0.05, so it is concluded that it has a linear relationship. Next, a t test was carried out and yielded Y over X1 count = 3,735 and t table = 1,97635 and Y over X2 count = 3,137 and ttable = 1,97635 and Y over X3 count = 5,107 and t table = 1,97635. Correlation coefficient between the product quality variable (X1) to the purchase decision (Y) of 0.370 and the correlation coefficient between the service quality variable (X2) to the purchase decision (Y) of 0.410 and the correlation coefficient value of the store atmosphere variable (X3) to the purchase decision amounted to 0.447. So, there is a positive and significant influence between product quality on purchasing decisions, a positive and significant influence between service quality on purchasing decisions as well as a positive and significant influence between store atmosphere on purchasing decisions. Thus, it can be concluded that there is a positive and significant influence between product quality, service quality and store atmosphere on purchasing decisions. The coefficient of determination of Y over X1 was obtained at 0.137, indicating that 13.7% of the purchase decision variable was determined by product quality. Meanwhile, the remaining 86.3% is influenced by other factors. And the coefficient of determination of Y over X2 obtained by 0.168 which shows that 16.8% of the purchase decision variable is determined by the quality of service. Meanwhile, the remaining 83.2% is influenced by other factors. As well as the coefficient of determination Y over X3 obtained by 0.199 which shows that 19.9% of the purchase decision variable is determined by the store atmosphere. Meanwhile, the remaining 80.1% is influenced by other factors. Keywords: Purchasing Decisions, Product Quality, Service Quality, Store Atmosphere

Actions (login required)

View Item