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Submitted
August 2, 2022
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December 6, 2022
Published
December 6, 2022
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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis mengenai Pengaruh Kualitas Pelayanan dan Suasana Cafe Terhadap Keputusan Pembelian (Survey pada Rai Raka Cafe di Kabupaten Karawang). Penelitian ini menggunakan metode deskriptif dan verifikatif. Didalam penelitian ini digunakan variabel Kualitas Pelayanan sebagai variabel X1, Suasana Cafe sebagai X2 dan Keputusan Pembelian sebagai variabel Y. Adapun populasi yang digunakan dalam penelitian ini adalah pelanggan Rai Raka Cafe tahun 2021 sebanyak 5.435 orang, sampel penelitian ini menggunakan rumus Slovin untuk menentukan jumlah sampel dan diketahui jumlah sampel yang digunakan dalam penelitian ini sebanyak 372 responden. Hasil korelasi antara Kualitas Pelayanan (X1) dan Suasana Cafe (X2) sebesar 0,795, menunjukan terdapat korelasi yang kuat antara Kualitas Pelayanan (X1) dan Suasana Cafe (X2). Pengaruh parsial Kualitas Pelayanan (X1) terhadap Keputusan Pembelian (Y) yaitu sebesar 0,409 atau 40,9%. Sedangkan untuk pengaruh parsial Suasana Cafe (X2) terhadap Keputusan Pembelian (Y) sebesar 0,229 atau 22,9%. Pengaruh simultan Kualitas Pelayanan (X1) dan Suasana Cafe (X2) terhadap Keputusan Pembelian (Y) sebesar 0,638 atau 63,8%, sedangkan sisanya 36,2% merupakan variabel lain yang tidak diteliti dalam penelitian ini.


Kata Kunci: Kualitas Pelayanan; Suasana Cafe; Keputusan Pembelian

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Author Biographies

Shafa Shinta Masriya, Universitas Singaperbangsa Karawang

Mahasiswa Manajemen Universitas Singaperbangsa Karawang

Chaerudin ., Universitas Singaperbangsa Karawang

Dosen Fakultas Ekonomi Universitas Singaperbangsa Karawang
How to Cite
Masriya, S. S., & ., C. (2022). PENGARUH KUALITAS PELAYANAN DAN SUASANA CAFE TERHADAP KEPUTUSAN PEMBELIAN RAI RAKA CAFE DI KABUPATEN KARAWANG. Managament Insight: Jurnal Ilmiah Manajemen, 17(2), 233–245. Retrieved from https://ejournal.unib.ac.id/Insight/article/view/23053
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