ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH SERVICESCAPE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE TRIPLE F DI KOTA PALU |
| Nama: NADYA YUNI PRASTICA |
| Tahun: 2021 |
| Abstrak Nadya Yuni Prastica, Stambuk C 201 16 142, The effect of servicescape and brand image on the purchase decision at Cafe Triple F in Palu City was guided by Dr. Suardi, SE., M.Si. This research aims to find out how much servicescape and brand image influence on purchasing decisions at Cafe Triple F in Palu City. Samples in this study were taken by 45 respondents with non-probability sampling techniques. The data in this study used observation methods, interviews, and questionnaires distributed online through google forms filled out by respondents directly. The data analysis methods used in this study are multiple regression analyses including Validity Test, Reliability Test, Classic Assumption Test, Multiple Regression Analysis, Hypothesis Test through F Test and T Test. Data processing is done using SPSS 16.0 Statistics software. Hypothesis testing using the t test shows that both the independent variables studied namely servicescape and brand image proved to have a positive and significant effect on dependent variables of purchasing decisions. Then the results of the analysis using the F test can be known that the two independent variables namely servicescape and brand image together have a significant effect on dependent variables that are purchasing decisions. |