PENGARUH KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DUNKIN’ DONUTS RAWAMANGUN PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

RAHMADINI, ATHIFA (2019) PENGARUH KERAGAMAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DUNKIN’ DONUTS RAWAMANGUN PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ATHIFA RAHMADINI, The Effect of Product Diversity and Service Quality on Purchasing Decisions on Dunkin 'Donuts Rawam for Economics Faculty Students at Jakarta State University. Faculty of Economics, State University of Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months from January to June 2018. The purpose of this study was to determine the effect of product diversity and service quality on purchasing decisions at Dunkin ’Donuts Rawamangun for students of the Faculty of Economics, Jakarta State University. The research method that the researcher uses is the survey method, the population used is all students of the Faculty of Economics, Jakarta State University. The sampling technique used was a Purposive sampling technique of 155 people. The resulting regression equation is Ŷ = 6.271 + 0.404 X1 + 0.263 X2. The requirements analysis test is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y, X1, X2 worth 0.200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. Regression linearity test Y for X1 and Y over X2 produces a significance value in linearity, which is 0,000 <0,05, so it is concluded that it has a linear relationship. From the Y regression test for X1 and X2 it produces Fcount> Ftable, which is 36,485> 3,056, so it can be concluded that the regression equation is significant. Next, a t test is carried out and Y top X1 thitung = 5.460 and ttable = 1.65494, Y over X2 thitung = 4.784 and ttable = 1.65494. The correlation coefficient between product diversity variables (X1) on purchasing decisions (Y) is 0.472 and the correlation coefficient value between service quality variables (X2) on purchasing decisions (Y) is 0.438. So, there is a positive and significant relationship between product diversity and purchasing decisions, as well as a positive and significant relationship between product quality and purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship between product diversity and service quality with purchasing decisions. The determination coefficient Y for X1 and X2 obtained is 0.324 which shows that 32.4% of the purchase decision variables are determined by product diversity and service quality. Meanwhile, the remaining 67.6% is influenced by other factors. Keywords: Purchasing Decision, Product Diversity, Service Quality

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