JAHAN, SABBIT ZAMZAMI (2022) PENGARUH KUALITAS PELAYANAN, PROMOSI DAN HARGA TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING DI TOKO ZBABY SHOP JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala.

Text skripsi jahan sabbit zamzami 2023.pdf Download (3MB)

Abstract

ABSTRACT This study entitled "The Influence of Service Quality, Promotion and Price on Consumer Satisfaction Through Purchasing Decisions as Intervening Variables at Zbaby Shop Jember Stores". This study has the aim to find out whether there is a direct and indirect effect of service quality, promotion and price on satisfaction and whether there is an influence on decisions as an intervening variable at Zbaby Shop Jember. The population used in this study is product consumers at the Zbaby Shop Jember store who make at least 2 purchases and are aged 23 years and over. The sample used in this study amounted to 50 respondents obtained from Roscoe's theory. The sampling technique used was purposive sampling with path analysis as the data analysis method used. The tests used in this study were data instrument tests (validity and reliability tests), classic assumption tests (normality tests, multicollinearity tests, and heteroscedasticity tests), Sobel tests, coefficient of determination tests (R2), and hypothesis tests (test). The results of this study indicate that service quality and promotion have no effect on decisions, but service quality does affect customer satisfaction. While the price affects the decision and consumer satisfaction. For purchasing decisions have no influence on consumer satisfaction. And for the quality of service as well as promotions and prices have no effect on consumer satisfaction through purchasing decisions. Keywords: Service Quality, Promotion, Price, Purchase Decision and Consumer Satisfaction.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:48
Last Modified:	10 Feb 2025 05:48
URI:	http://repo.itsm.ac.id/id/eprint/1043

Actions (login required)

View Item