PENGARUH KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA STARBUCKS PALEMBANG ICON

SYAHRONI, DERI and Nofiawaty, Nofiawaty and Yunita, Dessy (2022) PENGARUH KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA STARBUCKS PALEMBANG ICON. Undergraduate thesis, Sriwijaya university.

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Abstract

The purpose of the study was to determine the effect of the service quality variable on purchasing decisions and determine the most dominant variable.The results of the study are used as information that can be used by Starbucks Palembang Icon in terms of service quality. The study used survey data by distributing questionnaires. The research sample was 100 people from the total population. The research sampling technique was purposive sampling. The data analysis technique is multiple linear regression analysis with the IBM SPSS version 22 program. The results show that the service quality variables which include Tangible, Reliability, Assurance and Empathy simultaneously have a significant influence on consumer purchasing decisions at Starbucks Palembang icon. The most dominant variable influencing consumer decisions at Starbucks in Palembang Icon is Tangibles with a beta value of 0.479.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Deri Syahroni
Date Deposited:	21 Mar 2022 08:11
Last Modified:	21 Mar 2022 08:11
URI:	http://repository.unsri.ac.id/id/eprint/66532

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