IRFIANITA, NUR WINDAYANTI (2021) PENGARUH HARGA, LOKASI, PERCEIVED SERVICE QUALITY DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KEDAI & OUTLET LEGENDARIS, JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACK This study aims to determine the direct and indirect effect of Price, Location, Perceived Service Quality, and Word Of Mouth variables on Purchasing Decisions with Customer Satisfaction as an Intervening Variable at Legendary Shops & Outlets, Jember. The data used in this study are primary data in the form of data from questionnaires as well as interviews and secondary data in the form of vision, mission and organizational structure which are obtained directly from consumers of the Legendary Kedai & Outlet, Jember. The data processing method in this study uses the Instrument Test Analysis method, namely the Validity Test and Reliability Test, Classical Assumption Test namely Normality Test, Heteroscedasticity Test, Autocorrelation Test, and Multicollinearity Test, Path Analysis, Determination Coefficient Analysis and Hypothesis Test, namely Test t, with the help of the SPSS 25 analysis tool. The results showed that price and perceived service quality had a direct effect on customer satisfaction, location and word of mouth had no direct effect on customer satisfaction, price and perceived service quality had no direct effect on purchasing decisions. , location and word of mouth directly influence purchasing decisions, purchasing decisions do not directly affect customer satisfaction, price and location and word of mouth have no indirect effect on purchasing decisions through customer satisfaction, perceived service e quality indirectly affects purchasing decisions through customer satisfaction at the Legendary Jember Shops & Outlets. Keywords: Price, Location, Perceived Service Quality, Word Of Mouth, Customer Satisfaction, and Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	13 Apr 2022 06:59
Last Modified:	13 Apr 2022 06:59
URI:	http://repo.itsm.ac.id/id/eprint/682

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