BINTI NURUL KHOTIMAH Pengarang

Pengaruh Kualitas Produk, Pelayanan, Persepsi Dan Sikap Konsumen Terhadap Keputusan Pembelian di Café Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember Binti Nurul Khotimah Program Studi Manajemen Agroindustri Jurusan Manajemen Agribisnis ABSTRAK Adanya fenomena persaingan yang ketat menyebabkan perusahan harus bekerja lebih keras untuk mempertahankan loyalitas konsumen. Sehingga pihak pengelola Cafe Susu Its Milk harus terus berusaha semaksimal mungkin untuk mempertahankan pelanggan dengan menjaga kualitas produk, pelayanan, dan persepsi terbaik konsumen serta memberikan dampak sikap konsumen yang positif kepada perusahaan. Tujuan dari penelitian ini adalah (1) kualitas produk, pelayanan, persepsi, dan sikap konsumen secara serempak berpengaruh signifikan terhadap keputusan pembelian di Cafe Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember. (2) kualitas produk, pelayanan, persepsi, dan sikap konsumen secara parsial berpengaruh signifikan terhadap keputusan pembelian (3) Variabel manakah yang mempunyai pengaruh dominan terhadap keputusan pembelian. Pengambilan skripsi di Cafe Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember. Teknik analisa yang digunakan pada penelitian ini regresi linier berganda dengan sampel yang digunakan sebanyak 50 responden. Penelitian ini dilaksanakan pada bulan Oktobe 2017 sampai Maret 2017. Dari hasil analisis dengan menggunakan SPSS 21.0 for windows dapat disimpulkan bahwa (1) Secara serempak variabel kualitas produk (X1), pelayanan (X2), persepsi (X3) dan sikap konsumen (X4) berpengaruh signifikan terhadap keputusan pembelian (Y) di Cafe Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember. (2) Secara parsial variabel sikap konsumen (X4) berpengaruh signifikan terhadap keputusan pembelian di Cafe Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember. (3) Variabel yang dominan dalam memengaruhi keputusan pembelian (Y) adalah Sikap Konsumen (X4). Kata Kunci : Kualitas Produk, Pelayanan, Persepsi dan Sikap Konsumen Pengaruh Kualitas Produk, Pelayanan, Persepsi Dan Sikap Konsumen Terhadap Keputusan Pembelian di Café Susu Its Milk Kecamatan Sumbersari, Kabupaten Jember The Influence of Product Quality, Service, Perception and Attitudes of Consumer to Purchase Decision at Its Milk Café Sumbersari, Jember. Binti Nurul Khotimah Managemen Agroindustry Study Program Agribusiness Management Department ABSTRACT The existence of a fierce competition phenomenon causes companies to work harder to maintain customer loyalty. In this case the managers of Its Milk Café should keep trying as much as possible to retain customers by maintaining the best product quality, service, and consumer perception as well as giving positive impact of consumer attitudes to the company. The purpose of this study is to know (1) product quality, service, perception, and consumer attitude simultaneously have a significant effect on purchase decision at Its Milk Café, Sumbersari, Jember. (2) product quality, service, perception, and consumer attitude partially significant effect on purchasing decision, (3) Which variable has a dominant influence on the purchase decision. The research was held at Its Milk Café, Sumbersari, Jember. Analytical techniques used in this research is multiple regression with sample are used by 50 respondents. This research was conducted in October 2017 to March 2018. The result of analysis by using SPSS 21.0 for windows can be concluded that (1) Simultaneously variable of product quality (X1), service (X2), perception (X3) and consumer attitude (X4) have significant influence on purchasing decision (Y) at Its Milk Café Sumbersari, Jember. (2) Partially consumer attitude variable (X4) has a significant effect on purchasing decision at Its Milk Café Sumbersari, Jember. (3) The dominant variable in influencing purchase decision (Y) is Consumer Attitude (X4). Keywords: Product Quality, Service, Perception and Consumer Attitude