Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadapa Keputusan Pebelian pada Starbuck di Bekasi
DOI:
https://doi.org/10.30651/jms.v9i1.21490Abstract
Penelitian ini bertujuan untuk mengetahui bagaiamana pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian pada Starbucks di Bekasi. Sampel penelitian sebanyak 95 pelanggan dengan menggunakan teknik Non Probability Sampling. Kuesioner digunakan untuk memperoleh jawaban responden tentang variabel X1 Kualitas Produk, variabel X2 Kualitas Pelayanan dan variabel Y keputusan pembelian. Data dinalisis dengan menggunakan analisis regresi linier berganda dengan alat bantu SPPS versi 2.5 untuk menjawasb hipotesis penelitian. Hasil penelitian dapat menemukan bahwa terdapat pengaruh antara kualitas produk, kualitas pelayanan terhadapa keputusan pembelian pada Starbuck di Bekasi dengan memiliki pengaruh positif dengan nilai r sebesar 0.82 terhadap keputusan pembelian Starbuck serta memiliki kontribusi sebesar 67% terhadap keputusan pembelian pada Starbuck di Bekasi sedang sisinya sebesar 33% dipengaruhi oleh faktor lainnya. Sehingga penting bagi StarBuck memperhatikan kualitas pelayanan dan kualitas produk agar semakin menarik dan diminati para pelanggan dan para pembeli potensial lainnya.
Keywords: Kualitas produk, Kualitas pelayanan dan Keputusan Pembelian
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