Khoirunnisa (2015) The Influence of Lifestyle, Service Quality, and Perceived Quality toward Purchase Decision of Fast Food in Malang City. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari Gaya Hidup, Kualitas Jasa, dan Persepsi Kualitas terhadap Keputusan Pembelian Makanan Cepat saji pada konsumen Makanan Cepat Saji di Kota Malang. Penelitian ini menggunakan sampel sebanyak 170 responden yang di ambil dari populasi konsumen Makanan Cepat Saji di Kota Malang. Pengambilan sampel menggunakan teknik Accidental sampling. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas dan uji reliabilitas. Metode analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi berganda. Untuk menguji persamaan regresi, dilakukan uji asumsi klasik. Uji hipotesis menggunakan uji f (uji simultan) dan uji t (uji parsial). Hasil penelitian menunjukan bahwa Gaya Hidup, Kualitas Jasa, dan Persepsi Kualitas secara bersama-sama berpengaruh positif terhadap Keputusan Pembelian Makanan Cepat Saji (F hitung 20.575 > F tabel 2.10). Secara parsial menunjukan bahwa Gaya Hidup berpengaruh positif terhadap Keputusan Pembelian Makanan Cepat Saji (T hitung 2.395 > T tabel 1.6643), Secara parsial menunjukan bahwa Kualitas Jasa berpengaruh positif terhadap Keputusan Pembelian Makanan Cepat Saji (T hitung 2.327 > T tabel 1.6643), dan Persepsi Kualitas berpengaruh positif terhadap Keputusan Pembelian Makanan Cepat Saji (T hitung 4.537 > T tabel 1.6643). Berikutnya, Persepsi Kualitas mempunyai pengaruh secara dominan terhadap Keputusan Pembelian Makanan Cepat Saji di Kota Malang.
English Abstract
This research aims to determine the effects of Lifestyle, Service Quality, and Perceived Quality toward Purchase Decision of fast food on fast food consumer in Malang City. This research used 170 respondents as samples which were obtained from fast food consumer population at Malang City. Samples were obtained by using Accidental sampling method. Analysis tools that were used to test instruments in this research were validity and reliability test. Data analysis method that was used in this research is multiple regression method. In this research classical assumption test was performed to test the regression model. Hypothesis test used F test (Simultaneous test) and T test (Partial test). Result showed that Lifestyle, Service Quality and Perceived Quality as simultaneously had positive effect toward purchase decision of fast food (F count 20.575 > F table 2.10). Partially result showed that Lifestyle had positive effect toward purchase decision of fast food (T count 2.395 > T table 1.6643), partially result showed that Service Quality had positive effect toward purchase decision of fast food (T count 2.327 > T table 1.6643), and Perceived Quality had positive effect toward Purchase Decision of fast food (T count 4.537 > T table 1.6643). Perceived Quality had dominant effect toward Purchase Decision of Fast food in Malang City.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2015/673/ 051508508 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Kustati |
| Date Deposited: | 26 Nov 2015 09:35 |
| Last Modified: | 26 Nov 2015 09:35 |
| URI: | http://repository.ub.ac.id/id/eprint/108294 |
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