Sangian, Jessyca Zamar (2022) The Effect of Service Quality, Trust, Price and Taste Associated toward Consumers Buying Interest (Case Study at Savour Brownies in Depok, Jakarta). S1 thesis, Universitas AKI.

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Abstract

The purpose of this research is to examine and analyze the effect of service quality (X1), trust (X2), price (X3) taste (X4) on consumers buying interest (Y). The population in this study are Savour Brownies consumers in Jakarta and Central Java who have bought Savour Brownies at least 2 times. The number of samples used in this study was 140 people using census sampling. Data collection techniques using a questionnaire. Data analysis used regression analysis with SPSS. Based on the regression test in this study, the results obtained were Y = 1.011 - 0.026 X1 + 0,057 X2 + 0,367 X3 + 0,542 X4. The results of the T test indicate that service quality does not significantly affect consumers buying interest, trust does not significantly affect consumers buying interest, price has a positive and significant effect on consumers buying interest, taste has a positive and significant effect on consumers buying interest, whereas the F test indicates that altogether service quality, trust, price and taste has a positive and significant effect on consumers buying interest. The results of the determination test show that the Adjusted R Square value is 0,741. Keywords: service quality, trust, price, taste, consumers buying interest

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User:	Rikhadlotul Aisy
Date Deposited:	22 Apr 2026 04:55
Last Modified:	22 Apr 2026 04:55
URI:	http://repository.unaki.ac.id/id/eprint/364

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