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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Agustinawati
Universitas Malikussaleh
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THE INFLUENCE OF SERVICE QUALITY AND MENU DIVERSITY ON PURCHASING DECISIONS AT CAFÉ SOCOLATTE PIDIE JAYA DISTRICT Erni Zahara; Agustinawati; Siti Maimunah; T. Edyansyah
MORFAI JOURNAL Vol. 4 No. 1 (2024): April
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i1.1475

Abstract

The purpose of this study was to determine and analyze the effect of service quality (Physical Evidence, Reliability, Responsiveness, Assurance, Empathy) and menu diversity on purchasing decisions at Café Socolatte, Pidie Jaya Regency. The data analysis technique used is multiple linear regression analysis using the SPSS program. The results showed that simultaneously service quality and menu diversity had a positive and significant effect on purchasing decisions at Café Socolatte, Pidie Jaya Regency. Partially, service quality, physical evidence of reliability, responsiveness, assurance, empathy and menu diversity have a positive and significant effect on purchasing decisions at Café Socolatte, Pidie Jaya Regency.
THE INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND STORE ATMOSPHERE ON THE DECISION TO VISIT PADAGRAHA COFFE &; RESTO IN LHOKSEUMAWE Nazila Firza; Agustinawati; Nurainun; T. Edyansyah
MORFAI JOURNAL Vol. 4 No. 1 (2024): April
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i1.1543

Abstract

The purpose of this study is to determine and analyze the influence of service quality, product quality and store atmosphere on the decision to visit Graha Coffee & Resto in Lhokseumawe. This type of research uses associative research types and sampling techniques in this study using purposive sampling techniques with a total of 96 respondents. Primary data in this study were taken by distribution of questionnaires, and secondary data obtained from journals and books. The data analysis techniques used are descriptive analysis methods and multiple linear regression analysis, classical assumption tests, instrument tests (validity and reliability), hypothesis testing (t-test and F-test) using the SPSS program version 21.0. The test results showed that: 1) simultaneously influenced the decision to visit Graha Coffee & Resto in Lhokseumawe.The test results obtained a Fcalculate value of 11.346 with a significance of 0.007>0.05. thus the results of hypothesis testing on the F (simultaneous) test show the influence of service quality variables, product quality and store atmosphere together on the decision to visit. 2) paarsial influence on the decision to visit Graha Coffee & Resto in Lhokseumawe. The test results partially show that service quality (X1) has a regression coefficient of 0.098 then H1 is accepted, product quality (X2) has a regression coefficient of 0.005 then H2 is accepted, and store atmosphere (X3) has a regression coefficient of 0.048 then H3 is accepted. Of the three variables, it has a significance value of <0.05, thus the results of the t test (partial) show a positive and significant influence of the variables of service quality (X1), product quality (X2) and store atmosphere (X3) on the decision to visit (Y) at Graha Coffee & Resto in Lhokseumawe.
THE EFFECT OF WEBSITE QUALITY, PRICE AND SERVICE QUALITY ON CUSTOMER SATISFACTION IN BUKALAPAK E-COMMERCE (CASE STUDY ON MALIKUSSALEH UNIVERSITY STUDENTS) Alfaridho; Chalirafi; Mariyudi; Agustinawati
MORFAI JOURNAL Vol. 4 No. 1 (2024): April
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i1.1552

Abstract

This study aims to determine how the influence of website quality, price and service quality on Bukalapak e-commerce customer satisfaction in Malikussaleh University students. The data used in this study was primary data obtained by distributing questionnaires to 96 students who used Bukalapak. The questionnaire trial consisted of a validity test and a reliability test using Cronbach's Alpha method. The classical assumption test uses the normality test, the multicollinearity test and the heterokedasticity test. Test the hypothesis using t-test (partial), F-test (simultaneous), and coefficient of determination R2. The data analysis technique used is multiple linear regression using the help of SPSS software version 26. The results showed that the website quality variable did not affect the satisfaction of Bukalapak e-commerce customers in Malikussaleh University students. While the price and service quality variables partially have a positive and significant effect on Bukalapak e-commerce customer satisfaction in Malikussaleh University students. Meanwhile, the test results simultaneously show that website quality, price and service quality simultaneously affect the satisfaction of Bukalapak e-commerce customers in Malikussaleh University students. The results of the coefficient of determination test found that Bukalapak e-commerce customer satisfaction in Malikussaleh University students was influenced by website quality, price and service quality by 21.6%, the remaining 78.4% was influenced by variables outside this study.
Co-Authors Alfaridho Chalirafi, Chalirafi Erni Zahara Mariyudi Mariyudi Nazila Firza Nurainun Siti Maimunah T. Edyansyah