Pengaruh Kualitas Pelayanan, Fasilitas Dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Jeber Jl. Durian Di Pekanbaru)

Gemilang, Diva (2021) Pengaruh Kualitas Pelayanan, Fasilitas Dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Jeber Jl. Durian Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

Many factors can influence purchasing decisions including service quality, facilities and location. The purpose of the study was to determine the effect of service quality, facilities, and location on purchasing decisions. The location of this research was carried out at Café Jeber which is located at Jalan Durian, Pekanbaru City. The population in this study were consumers at Café Jeber, while the sample in this study amounted to 100 people with accidental sampling technique. Data analysis in research using multiple linear regression data analysis, partial and simultaneous hypothesis testing and the coefficient of determination. The results showed that both partially and simultaneously service quality, facilities and research locations had a significant influence on consumer purchasing decisions at Café Jeber. While the facility is the most dominant variable in influencing consumer purchasing decisions at Café Jeber. While the value of R Square explains the quality of service, facilities and location can influence purchasing decisions by 79.5% while the remaining 20.5% is influenced by other variables not used in this study.

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