Pengaruh Promosi, Kualitas Produk dan Kualitas Layanan pada Minat Beli Pelanggan di Mudita Kopi dan Teh
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Institusion
Universitas Ahmad Dahlan
Author
Daulay, Resmianti
Subject
HD28 Management. Industrial Management
Datestamp
2025-01-30 01:40:18
Abstract :
The culinary business is an industry that is always developing and changing. Various strategies are carried out to achieve customer satisfaction so that customers will always return to buy food and drinks at the culinary business. Mudita Kopi and Tea is a coffee shop in Yogyakarta. This coffee shop is located on Jl. Kenari Jl. Agung Number 3C Semaki, Umbulharjo, Yogyakarta. This Coffee Shop offers various types of coffee and tea drinks as well as several food menus. The purpose of this research is to examine and analyze whether there is an influence of Service Quality, Product Quality and Promotion on customer buying interest at Mudita Coffee and Tea. The research method used is a quantitative method. The data collection instrument uses a questionnaire. The independent variables are Promotion (X1), Product Quality (X2). Service quality (X3) and Dependent Variable Customer Purchase Interest (Y). The object of this research is the determination of the sample using the Slovin theory formula. The data analysis method uses SPSS version 25. The results of the research and discussion presented previously, "The Influence of Service Quality, Product Quality and Promotion on Customer Purchase Interest at Mudita Coffee and Tea" can be drawn as follows: 1. Service Quality has a positive influence and significant on customer buying interest in Mudita Coffee and Tea, 2. Product quality has a positive and significant influence on customer buying interest in Mudita Coffee and Tea, 3. Promotion has a positive and significant influence on customer buying interest in Mudita Coffee and Tea.
The culinary business is an industry that is always developing and changing. Various strategies are carried out to achieve customer satisfaction so that customers will always return to buy food and drinks at the culinary business. Mudita Kopi and Tea is a coffee shop in Yogyakarta. This coffee shop is located on Jl. Kenari Jl. Agung Number 3C Semaki, Umbulharjo, Yogyakarta. This Coffee Shop offers various types of coffee and tea drinks as well as several food menus. The purpose of this research is to examine and analyze whether there is an influence of Service Quality, Product Quality and Promotion on customer buying interest at Mudita Coffee and Tea. The research method used is a quantitative method. The data collection instrument uses a questionnaire. The independent variables are Promotion (X1), Product Quality (X2). Service quality (X3) and Dependent Variable Customer Purchase Interest (Y). The object of this research is the determination of the sample using the Slovin theory formula. The data analysis method uses SPSS version 25. The results of the research and discussion presented previously, "The Influence of Service Quality, Product Quality and Promotion on Customer Purchase Interest at Mudita Coffee and Tea" can be drawn as follows: 1. Service Quality has a positive influence and significant on customer buying interest in Mudita Coffee and Tea, 2. Product quality has a positive and significant influence on customer buying interest in Mudita Coffee and Tea, 3. Promotion has a positive and significant influence on customer buying interest in Mudita Coffee and Tea.
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D4_1900070029_BAB_III__241220083225.pdf
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D4_1900070029_DAFTAR_PUSTAKA__241220083404.pdf
D4_1900070029_LAMPIRAN__241220083522.pdf
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