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Pengaruh marketing mix dan kualitas pelayanan terhadap keputusan pembelian di rumah makan Yung Ho di Surabaya
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ABSTRACT
Competition in todays business increases as development time, causing a lot of people are interested to keep abreast of current business. Business is a business that became a culinary trend. But of course there are problems. Issues underlying the study outhors in this thesis is the lack of vegetarian products, 10% of consumers say product prices expensive, less promotion, less location has ample parking and is also 5% of consumers say poor service. This problem is what happens in Yung Ho restaurant in Surabaya.
This study includes a quantitative study of causality. This research was conducted by interview, observation, questionaier giving and documentation, giving this questionnaire to 120 respondents to the questionnaire were subsequently processed in SPSS ver 20.00 to get the results that can be used to provide advice to owners of existing and hypothetical answer, and processed using validity and reability, F test and t test the classical assumption test, regression test.
After processing the data it could be concluded that hypothesis 1 and hypothesis 2 is accepted whereas hypothesis 3 is rejected. This study proves that the influence of the marketing mix and quality of services to the purchasing decision significantly by 54,4%.
Keywords : product, price, promotion, location, and quality of service
Olson Pramudya Ananta (11110063) - Personal Name
2014
Sk.Eko Ana 141 2014
Sk.Eko Ana 141 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
xi, 138 hal. : 29 cm.
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