Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Conato Bakery Roxy Square Di Jember

Khilmi, Ajrul (2020) Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Conato Bakery Roxy Square Di Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The purpose of this study was to determine the effect of Product Quality and Service Quality on Purchasing Decisions at Conato Bakery Roxy Square in Jember. The population in this study are consumers who have made more than one purchase at Conato Bakery Roxy Square in Jember. Sampling using incidental sampling technique as many as 60 respondents. The data used are primary and secondary data . The data analysis technique used is Multiple Linear Regression Analysis using SPSS 25.0 for Windows. The results of the research conducted by testing the regression coefficient F test showed that product quality and service quality simultaneously significantly influence purchasing decisions at Conato Bakery Roxy Square in Jember. The t-test regression test showed that the variable that significantly influenced the purchasing decisions of Coanto Bakery Roxy Square bread in Jember was the Product Quality variable, while the service quality variable had no significant effect on the purchasing decision of Conato Bakery Roxy Square bread in Jember. The variable that has dominant influence on the purchase decision of Conato Bakery Roxy Square in Jember is Product Quality Variable.

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