Pengaruh Kualitas Jasa, Harga dan Promosi terhadap Keputusan Pembelian pada Konsumen Pengguna Bioskop Blitz Megaplex Grand Indonesia

Haerunisa, Widea (2012) Pengaruh Kualitas Jasa, Harga dan Promosi terhadap Keputusan Pembelian pada Konsumen Pengguna Bioskop Blitz Megaplex Grand Indonesia. S1 thesis, STIE Indonesia Banking School.

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Abstract

The purpose of this research is to study the effects of service quality consisted of tangibles, realibility, responsiveness, assurance, empathy, price and promotion towards customer purchasing decision in Blitzmegaplex Grand Indonesia. This study uses multiple regression analysis. Data is obtained by distributing 100 questionaires to respondents who ever been visiting Blitzmegaplex Grand Indonesia. The results of this research shows that the quality of service, price and promotion overall significant on purchasing decision. Tangibles has no significant effect on purchasing decision with beta coefficients of - 0.040 and with a significance level 0.768. Realibility has no significant effect on purchasing decision with beta coefficients of - 0.091 and with a significance level 0.526. Responsiveness has no significant effect on purchasing decision with beta coefficients of 0.027 and with a significance level 0.839. Assurance has no significant effect on purchasing decision with beta coefficients of 0.282 and with a significance level 0.105. Empathy has no significant effect on purchasing decision with beta coefficients of - 0.036 and with a significance level 0.841. Prices were also has no significant effect on purchasing decisions with beta coefficients of 0.197 and with a significance level 0.144. Promotion has significant effect on purchasing decisions with beta coefficients of 0.408 and with significance level 0.002. As a variable which has significant effect to purchasing decisions, promotion should be more attractive to attract new consumers to watch on Blitzmegaplex Grand Indonesia. Keywords : service quality, tangibles, realibility, responsiveness, assurance, empathy, price, promotion, purchasing decision.

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Prodi S1 Akuntansi
Depositing User:	Ms Dyta Medina
Date Deposited:	06 Nov 2020 08:20
Last Modified:	16 Jul 2024 06:19
URI:	http://repository.ibs.ac.id/id/eprint/1300

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