Fujii, Erina (2024) PENGARUH LOKASI, WORD OF MOUTH, KUALITAS PELAYANAN DAN CUSTOMER RELATIONSHIP MANAGEMENT TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCKS PAKUWON SUPER MALL SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
The development of the times will have an impact on changes, both in terms of mindset, needs and lifestyle of the community. One of the changes in people's lifestyles lies in the daily activities of people who are almost inseparable from consuming coffee. The purpose of this study was to determine whether location, word of mouth, service quality and customer relationship management influence purchasing decisions at Starbucks Pakuwon Super Mall Surabaya. The research sample is consumers who are over 17 years old and have purchased Starbucks Pakuwon Super Mall Surabaya products at least once. The number of samples in this study were 96 respondents. The results of data analysis show that all question items for each variable are declared valid with r count> r table of 0.1689, all variables are declared reliable with a Cronbach's Alpha value> 0.60. The results of the classical assumption test show that all variables are normally distributed, there are no symptoms of multicollinearity and heteroscedasticity. The results of the multiple linear regression equation in this study are Y = -2.749 + 0.091 X1 + 0.580 X2 + 0.320 X3 + 0.213 X4. The magnitude of the influence of location, word of mouth, service quality and customer relationship management on purchasing decisions at Starbucks Pakuwon Super Mall Surabaya based on Adjusted R-Square is 64.2% so that it is stated to have a strong effect. The t test results show that location has no effect on purchasing decisions, while word of mouth, service quality and customer relationship management affect purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Location, Word Of Mouth, Service Quality, Customer Relationship Management, and Purchasing Decisions | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Erina Fujii | ||||||||
| Date Deposited: | 01 Mar 2024 04:51 | ||||||||
| Last Modified: | 01 Mar 2024 04:51 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1641 |
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