PENGARUH KUALITAS PRODUK, HARGA DAN SERVICESCAPE TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH CAFE TANGGAL TUA DI SURABAYA

Aprilian, Marcell (2018) PENGARUH KUALITAS PRODUK, HARGA DAN SERVICESCAPE TERHADAP KEPUTUSAN KONSUMEN DALAM MEMILIH CAFE TANGGAL TUA DI SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

Currently the culinary business development began mushrooming in big cities or small towns in Surabaya. See conditions like this make the pembisnis started developing its business through business Cafe. But in this culinary business also need to pay attention to aspects that correspond to market demand to influence the purchasing decisions of consumers. The purpose of this research is to know the influence of product quality, price, and purchase decisions against servicescape Cafe Date Old Surabaya. Random sampling method sampling by the number of samples as much as 97 respondents. The results showed that the adjusted r square of 0.108, means having a donation between non variable against the variable of 10.8%. The first hypothesis States that there is a significant influence between the quality of the product against the decision of the consumer in choosing a Cafe, which proved to be based on the results of the SPSS 16.0 version it is known that the value ttabel (1.6614) < thitung (2.515) with significant levels of 0.05 > 0.014 so it can be said to be influential and significant between the quality of the product against the decision of the consumer in choosing a Cafe. The second hypothesis stated that there was significant influence between the price of the consumer in choosing a Cafe, which proved to be based on the value of ttabel is known that SPSS (1.6614) < thitung (1.755) with a significant level of 0.05 so that it can be said 0.083 < effect not significant between the price of the consumer in choosing a Cafe. The third hypothesis stated that there was significant influence between the servicescape against the decision of the consumer in choosing a Cafe not proven, where it is known that SPSS results based on the value of the ttabel (-1.6614) < thitung (-0.939) with the level of significant increase of 0.05 can be said so 0.350 < no effect significant between consumer decision against servicescape in choosing a Cafe. Then the Old Staircase Cafe Surabaya should pay attention to the quality of the products on offer to the consumer, the quality of the product in advance, then the decisions of consumers will purchase products will be increasing anyway.

Item Type:

Thesis (Undergraduate)

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