PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI SEJUTA JIWA SURABAYA MELALUI BRAND TRUST

Desynta, Amanda Putri (2026) PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI SEJUTA JIWA SURABAYA MELALUI BRAND TRUST. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (COVER) 21024010016 COVER.pdf Download (908kB)
	Text (BAB I) 21024010016 BAB I.pdf Download (522kB)
	Text (BAB II) 21024010016 BAB II.pdf Restricted to Repository staff only until 5 August 2028. Download (353kB)
	Text (BAB III) 21024010016 BAB III.pdf Restricted to Repository staff only until 5 August 2028. Download (353kB)
	Text (BAB IV) 21024010016 BAB IV.pdf Restricted to Repository staff only until 5 August 2028. Download (454kB)
	Text (BAB V) 21024010016 BAB V.pdf Download (201kB)
	Text (DAFTAR PUSTAKA) 21024010016 DAFTAR PUSTAKA.pdf Download (199kB)
	Text (LAMPIRAN) 21024010016 LAMPIRAN.pdf Restricted to Repository staff only until 5 August 2028. Download (1MB)

Abstract

The purpose of this study is to explore the impact of service and product quality on purchasing decisions, considering brand trust as a mediator among Kopi Sejuta Jiwa consumers in Surabaya. The approach used is quantitative with a population consisting of Kopi Sejuta Jiwa buyers in Surabaya. The research sample consisted a total of 100 respondents were chosen through accidental sampling. Data collection was conducted via questionnaires and subsequently analyzed using Structural Equation Modeling (SEM), including testing measurement models and structural models, and a bootstrapping process using SmartPLS 4.0 software. Based on the results of data analysis, this study found that good service makes consumers more likely to buy a product. Product quality also influences purchasing decisions. In addition, satisfactory service increases consumer trust in the brand. Brand trust significantly influences purchasing decisions and functions as a mediator in the relationship connecting service quality with purchasing behavior, while product quality does not significantly impact it influence brand trust, and brand trust does not play a mediating role between product quality and purchasing decisions. These findings indicate that brand trust is not the sole factor influencing consumer purchasing decisions at Kopi Sejuta Jiwa Surabaya. Purchasing decisions are also shaped by various external and internal factors such as product quality, service quality, pricing, promotional activities, accessibility, consumption experience, and personal preferences which the company needs to consider when formulating more effective marketing strategies. Keywords: Service quality, product quality, brand trust, purchase decisions

Item Type:

Thesis (Undergraduate)

Contributors: