Ramadhani, Novita Puspa (2023) Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Promosi Penjualan terhadap Keputusan Pembelian dan Loyalitas Konsumen (Studi Kasus pada Konsumen Dunkin' Indonesia). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The number of restaurant and franchise companies in Indonesia makes people more selective in choosing products that suit what they want. In this case, companies are required to be careful in developing marketing strategies in order to spur competitiveness to win market competition. Therefore, this study aims to determine the effect of product quality, service quality, and sales promotion on purchasing decisions that have an impact on consumer loyalty and strategies to improve Dunkin’ consumer purchasing decisions. The method used in this research is the Structural Equation Modeling (SEM) method and SWOT analysis with a sample of 100 respondents. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions, service quality cannot be proven because it is excluded from the research model due to multicollinearity symptoms in the data, sales promotion has a negative and insignificant effect on purchasing decisions, and purchasing decisions have a positive and significant effect on consumer loyalty. The simultaneous equation obtained is Y1 = 0.367 X1 + (-0.024) X3 + Z3 and Y2 = 0.117 X1 + (-0.008) X3 + Z4. The strategy obtained from the results of the SWOT analysis and can be applied by Dunkin’ Indonesia is to implement the W-O strategy which consists of: (1) Dunkin’ can conduct market research to find the right target market and adjust their sales promotion strategy to the preferences of that target market; (2) Dunkin’ can take advantage of technology and digitalization to increase customer convenience and strengthen brand engagement.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Novita Puspa Ramadhani | ||||||||
| Date Deposited: | 13 Sep 2023 07:53 | ||||||||
| Last Modified: | 13 Sep 2023 07:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17292 |
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