PENGARUH SENSORY MARKETING DAN SERVICE QUALITY TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION SEBAGAI VARIABEL INTERVENING PADA SEBLAK HAYUK CARUBAN.

Arimbi, Salshabella Ahpandita Putri (2026) PENGARUH SENSORY MARKETING DAN SERVICE QUALITY TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION SEBAGAI VARIABEL INTERVENING PADA SEBLAK HAYUK CARUBAN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to determine the effect of Sensory Marketing and Service Quality on Purchase Decision with Purchase Intention as an intervening variable. This research was conducted on consumers of Seblak Hayuk Caruban, located at Jl. Ahmad Yani, Mejayan District, Madiun Regency. The data used are primary data in the form of questionnaires distributed directly to consumers who had made purchases and interacted directly at the business location. The sample size was determined based on the rule of 10 times the number of research indicators, resulting in a sample of 300 respondents. The sampling technique used was non-probability sampling with an accidental sampling technique. The method used is a quantitative approach employing Structural Equation Modeling based on Partial Least Squares (SEM-PLS) analysis. The data were processed using SmartPLS 4.0. The results show that Sensory Marketing and Service Quality each have a positive and significant effect on both Purchase Intention and Purchase Decision, whether directly or through Purchase Intention as a partial mediator, while Purchase Intention itself has a positive and significant effect on Purchase Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Sensory Marketing; Service Quality; Purchase Intention; Purchase Decision; UMKM Kuliner. Sensory Marketing; Service Quality; Purchase Intention; Purchase Decision; Culinary MSMEs.
Subjects:	A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PUTRI AHPANDITA SALSHABELLA
Date Deposited:	22 Oct 2026 08:17
Last Modified:	22 Oct 2026 08:17
URI:	http://eprint.unipma.ac.id/id/eprint/10596

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