Pengaruh Brand Image dan Kualitas Pelayanan terhadap Keputusan Pembelian Jasa J Express (original) (raw)
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Penelitian ini bertujuan untuk menjelaskan pengaruh brand image dan kualitas layanan terhadap keputusan pembelian konsumen di Pos Kopi Zio Kabupaten Jombang. Jenis penelitian ini adalah penelitian kuantitatif dengan populasi adalah seluruh konsumen Pos Kopi Zio dengan jumlah tak terhingga. Pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling dengan menggunakan rumus lemeshow didapatkan 100 sampel. Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode observasi, wawancara, angket (kuesioner), dan dokumentasi. Teknik analisis data yang digunakan yaitu uji asumsi klasik, analisis regresi linier berganda, dan uji hipotesis dengan menggunakan bantuan software SPSS versi 21. Hasil penelitian menunjukkan uji t dengan nilai signifikansi 0,000 ≤ 0,05 dan hasil uji F sebesar 0,000 ≤ 0,05 Sehingga dapat disimpulkan bahwa ada pengaruh parsial antara brand image terhadap keputusan pembelian dan kualitas layanan terhadap keputusan pembelian. ...