PENGARUH REPUTASI, LOKASI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI CAFE RUMAH SAKIT WIYUNG SEJAHTERA SURABAYA

Rohulloh Yusuf Arqom

Authors

Rohulloh Yusuf Arqom Universitas 17 Agustus 1945 Surabaya

Keywords:

Reputation, Location, Service Quality, Purchase Decision

Abstract

Currently the development of the Cafe business has penetrated in various areas, one of which is in the city of Surabaya. This is evidenced by the increasing number of business people who start or develop their cafe business. In maintaining their existence in the business world, business people must always be responsive and adapt in the face of competition, including influencing consumer purchasing decisions on various alternatives offered in the market. The purchase decision can be influenced by several factors, such as reputation, location, and service quality. Therefore, this study aims to determine and analyze the influence of reputation, location, and service quality on consumer purchasing decisions. This research is a type of quantitative research. The object of this research is the consumers of Cafe RS. Wiyung Sejahtera with a sample of 100 respondents selected using a non-probability sampling technique with purposive sampling. Data collection techniques in this study using a questionnaire and will then be analyzed. The data analysis technique used in this research is multiple linear regression, correlation test, determination test, F test, and t test with the help of SPSS application. The results obtained in this study include: 1) reputation, location, and service quality influence simultaneously or jointly on consumer purchasing decisions at Cafe RS. Wiyung Sejahtera by obtaining a result of 0.000 <0.05 on the F test (simultaneously); 2) reputation and service quality variables have a positive and significant influence on purchasing decisions; 3) the location variable does not have a positive and significant effect on purchasing decisions.

Author Biography

Rohulloh Yusuf Arqom, Universitas 17 Agustus 1945 Surabaya

Civitas Akademika di Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas 17 Agustus 1945 Surabaya

References

Andanawari, Anindya Rachma. 2014. “Pengaruh Harga, Lokasi, Dan Kualitas Produk Terhadap Keputusan Pembelian.” Universitas Diponegoro Semarang.

Ardiansyah, Anang. 2019. “Pengaruh Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Minimarket Amarta Mlilir Jl. Ponorogo - Madiun.” Institut Agama Islam Negeri Ponorogo.

Bancin, John Budiman. 2021. Citra Merek Dan Word of Mouth (Peranannya Dalam Keputusan Pembelian Mobil Nissan Grand Livina). Surabaya: Jakad Media Publishing.

Ghozali, Imam. 2006. Aplikasi Analisis Multivariate Dengan Prodram SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Hardani et al. 2020. Metode Penelitian Kualitatif & Kuantitatif. ed. Husnu Abadi. Yogyakarta: Pusaka Ilmu Group Yogyakarta.

Herbig, Milewicz, and Golden. 1994. “Differences in Forecasting Behavior between Industrial Product Firms and Consumer Product Firms.” Journal of Business & Industrial Marketing 9(1).

Sari, Nindi Ayu Tamara, IGN Anom Maruto, and Awin Mulyati. 2020. “Pengaruh Kualitas Pelayanan, Harga, Dan Lokasi Terhadap Kepuasan Konsumen (Studi Kasus Pada Konsumen Rolag Kopi Karah Surabaya).” Jurnal Dinamika Administrasi Bisnis Untag Surabaya 6(2).

Sugiyono. 2015. Metode Penelitian Kuantitatif Dan R&D. Bandung: Alfabeta.

Swastha, Basu. 2008. Manajemen Penjualan. Yogyakarta: BPFE.

Tjiptono, Fandy. 2007. Pemasaran Jasa. Malang: Bayumedia Publishing.

———. 2008. Total Quality Service. Yogyakarta: Andi.

Utari, Desi Suci. 2015. “Pengaruh Reputasi Perusahaan Terhadap Loyalitas Nasabah Pada Jasa Asuransi (Kasus Pada PT. Asuransi BSAM Cabang Pekanbaru).” Jom FISIP 2(2): 8.