Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian Kue Pada Aroma Prima Bakery And Cake Shop Marpoyan Pekanbaru

Harmaika, Putri (2021) Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian Kue Pada Aroma Prima Bakery And Cake Shop Marpoyan Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

THE EFFECT OF SERVICE QUALITY ON CAKE PURCHASING DECISIONS IN AROMA PRIMA BAKERY AND CAKE SHOP BUSINESS MARPOYAN PEKANBARU BRANCH ABSTRACT Putri Harmaika 167210752 The purpose of this study is to determine and analyze the quality of service at the Aroma Prima Bakery And Cake Shop business, Marpoyan Branch Pekanbaru. The research method used in this research is descriptive quantitative research method, with indicators of assessment of service quality, namely tangibility, reliability, responsiveness, assurance and empathy. As for the Purchasing Decisions, namely Need Recognition, Information Seeking, Alternative Evaluation, Purchasing Decisions and Post Purchase Behavior. Types and sources of data used are primary data and secondary data through data collection techniques, namely questionnaires, interviews, observation and documentation. Meanwhile, the authors analyzed the data using descriptive quantitative methods, namely an analysis by grouping data that were arranged in such a way, tabulated, and then connected with theories related to the problems faced by the company to draw conclusions. Based on the results of research and analysis carried out shows that service quality (X) has a positive and significant effect on purchasing decisions (Y) cake of Aroma Prima Bakery And Cake Shop. Based on simple linear regression analysis, it is obtained that the R Square value is 0.99 (99%), which means that service quality has a significant effect on consumer purchasing decisions at Aroma Prima Bakery And Cake Shop by 99%, while the remaining 1% describes other independent variables that are not observed in this research.

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