THE INFLUENCE OF LOCATION ACCESSIBILITY ON PURCHASE DECISION WITH SERVICE QUALITY AS AN INTERVENING VARIABLE (Case Study on Warung Bebek Pak Wito Tebing Tinggi Customers)
Main Article Content
Mohd Heikal
Harley Agustian
Iqbal Fauzi Pakpahan
In this study, the population was Warung Bebek Pak Wito Tebing Tinggi customers, namely 60 people. Because the target population is less than 100, the sampling technique used is the census method, where the entire population, totaling 60 customers of Warung Bebek Pak Wito Tebing Tinggi, will be used as the research sample. the first hypothesis is accepted, meaning that Location Accessibility (X) has a positive and significant effect on Service Quality (Y1). the second hypothesis is rejected, meaning that Location Accessibility (X) has a significant effect on Purchase Decision (Y2). the third hypothesis is accepted, meaning that Service Quality (Y1) has a positive and significant effect on Purchase Decision (Y2).
Bob Sabran. 2012. Marketing Management, volumes 1 and 2, ed. 13, PT. Erlangga. Jakarta
Buchari Alma. 2011. "Marketing Management and Marketing Services". Alphabet Publisher: Bandung.
Chien, PM ; Cornwell, TB,; and Pappu, R. (2011). “Sponsorship Portfolio as a Brand-Image Creation Strategy”. Journal Of Business Research. Vol. 64, pp. 142-149.
Fandy Tjiptono. 2012. Marketing Strategy, ed. 3, Yogyakarta, Andi
Ghozali, Imam. 2011. "Application of Multivariate Analysis with the SPSS Program" Diponegoro University Publisher Agency. Semarang
Kotler, and Keller. 2012. "Marketing Management". Edition 12. Jakarta: Erlangga
Keller, Kevin L. 2013. "Strategic Brand Management; Building, Measuring, and
Managing Brand Equity”. Fourth Edition Harlow, English : Pearson Education Inc.
Kotler, Philip and Armstrong, Gary, (2014), "Principles of Marketing", 12th Edition, Volume 1 Bob Sabran Translation. Erlangga. Jakarta.
Nazir, Moh. 2013. "Research Method". Indonesian Ghalia. Bogor
Sugiyono. 2011. "Business Research Methodology", Print 16. Alfabeta. Bandung
………. 2012. "Business Research Methodology", Print 16. Alfabeta. Bandung
"Quantitative, Qualitative and R&D Research Methods". Alfabeta. CV. Bandung:
Suryana. 2013. “Entrepreneurship Tips and Processes for Success. Jakarta: SALEMBA FOUR.”
Wahyudi,.(2014). Symbols and Meanings of the Randu Kentir Flying Dance at the Asem Gede Studio, Jumbleng Village, Indramayu Regency. (Thesis). Faculty of Language and Art Education, Indonesian University of Education, Bandung.
Rimadias, S. (2023). Faktor penentu kelangsungan hidup UMKM di Indonesia pasca pandemi Covid-19. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 6(1), 15-28.
