PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN(STUDI PADA PELANGGAN ALFAMIDI SUPER, JALAN KALIURANG, YOGYAKARTA)
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Abstract
Penelitian ini bertujuan untuk mengetahuipengaruh kualitas pelayanan dan kepercayaan pelanggan terhadap keputusan pembelian pada Alfamidi Super, Jalan Kaliurang, Yogyakarta.Penelitian inimerupakan penelitian survei. Populasi pada penelitian ini adalah seluruh pelanggan Alfamidi Super Jalan Kaliurang Yogyakarta. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 145 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda.Hasil penelitian menunjukkan bahwa:(1) terdapat pengaruh positif kualitas pelayanan terhadap keputusan pembelian (signifikansi = 0,000<0,05; β = 0,336); (2) terdapat pengaruh positif kepercayaan pelanggan terhadap keputusan pembelian (signifikansi = 0,000<0,05; β= 0,274); dan (3) terdapat pengaruh kualitas pelayanan dan kepercayaan pelanggan secara bersama-sama terhadap keputusan pembelian (signifikansi = 0,000<0,05).
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