PENGARUH KUALITAS PELAYANAN, LOKASI, SERTA IKLAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA COFFEE SHOP AMO COFFEE BACKYARD PALEMBANG)

Chandra, Jason Felix (2023) PENGARUH KUALITAS PELAYANAN, LOKASI, SERTA IKLAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA COFFEE SHOP AMO COFFEE BACKYARD PALEMBANG). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine and analyze the effect of service quality, location and advertising on purchasing decisions at the Amo Coffee Backyard coffee shop. This study uses a quantitative approach. The independent variables consist of service quality (X1), location (X2), and advertising (X3) and the dependent variable is the purchase decision (Y). All existing variables will be measured using a Likert scale. This research was conducted on all Amo Coffee Backyard visitors. with a total population of 90 respondents. The method used to take samples in this study is purposive sampling. Hypothesis testing is done using multiple regression analysis. The results of this study indicate that service quality has a positive effect on purchasing decisions at Amo Coffee Backyard. Whereas the other two variables, namely location and advertising, have no effect on purchasing decisions at Amo Coffee Backyard Keywords: service quality, location, advertising, purchase decision

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