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All Journal Balance Vocation Accounting Journal JMB : Jurnal Manajemen dan Bisnis Formosa Journal of Multidisciplinary Research (FJMR) Nanggroe: Journal Of Scholarly Service Nanggroe: Journal of Scholarly Service
Rosidawaty Rosidawaty
Universitas Muhammadiyah A.R Fachruddin
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Journal : JMB : Jurnal Manajemen dan Bisnis

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Pengaruh Cita Rasa Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Gelato (Studi Kasus Pelanggan Ilvero) Sena Atmaja; Resy Perwithasari; Helmas Septiyo Hadi; Rosidawaty Rosidawaty
JMB : Jurnal Manajemen dan Bisnis Vol 13, No 2 (2024): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v13i2.12253

Abstract

The purpose of this study is to determine and analyze the influence of Taste and Service Quality on Purchase Decisions both partially and simultaneously. The sample consists of 96 respondents who are customers of Il Vero. This research uses a quantitative method. The sampling technique used is purposive sampling. Data was collected using a questionnaire instrument with a Likert Summated Rating (LSR) scale, with evaluation criteria ranging from strongly disagree to strongly agree. The data analysis method was processed using SPSS version 26. The partial results of the study show that Taste (X1) has a positive and significant effect on Purchase Decisions (Y) with a t-value of 4.878, a t-table value of 1.984, and a significance value of 0.000 < 0.05. Service Quality (X2) also has a positive and significant effect on Purchase Decisions (Y) with a t-value of 3.563, a t-table value of 2.30, and a significance value of 0.001 < 0.05. Simultaneously, Taste (X1) and Service Quality (X2) have a positive and significant effect on Purchase Decisions (Y) with a t-value of 110.347, a t-table value of 2.30, and a significance value of 0.004 < 0.05. The regression equation results indicate that Taste has the highest influence, followed by Service Quality, which has the smallest influence.
Co-Authors Aminudin, Dindin Chyntia, Ingkak DADANG DADANG Gumilang, Andika Mugi Gunawan, Sandi Helmas Septiyo Hadi Lulu Fatihatul Uyun Nurul Setiani Putri Yandika, Marvita Adelia Ramadhan, Muhammad Dhitya Resy Perwithasari Rina Ambarwati S, Sugiono Sabina, Anida Adelia Sena Atmaja Septiani, Tanti Siti Fatimatul Zuhroh Sugiyono Sugiyono Ulinnuha, Nor Fatah