ANALISIS PENGARUH KUALITAS PELAYANAN KONSUMEN PADA WARUNG UCOK DURIAN ISKANDAR MUDA MEDAN TERHADAP KEPUTUSAN PEMBELIAN
Abstract: This study aims to
determine and analyze the influence of service quality Ucok Durian at Iskandar
Muda Medan on the purchase decisions. The hypothesis of this study is the
factor of service quality that includes variable tangibles, reliability,
responsiveness, assurance, and emphaty has positive and significant impact on
purchasing decisions towards Warung Ucok Durian at Iskandar Muda Medan. The
sampling using the technique of Purposive Sampling. Data analysis methods used
is descriptive and multiple linear regression. The results of this study
indicate that based on the F test, the service qualities consisting of
tangibles variable, reliability, responsiveness, assurance, and emphaty
simultaneously have a positive and significant impact on purchasing decisions
towards Warung Ucok Durian at Iskandar Muda Medan. Based on the results of the
t test, variable influence positive and significant on purchasing decisions is
the variable of reliability and responsiveness. Adjusted R Square value = 0.152
means that 15.2% of the purchase decision factors can be explained by the
independent variables (physical evidence, reliability, responsiveness,
assurance, and emphaty) while the remaining 84.8% is explained by other factors
which is not examined in this study.
Penulis: Thomson parlindungan
siburian, liasta ginting
Kode Jurnal: jpmanajemendd130743
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