?url_ver=Z39.88-2004&rft_id=2151011024&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PHYSICAL+EVIDENCE+DAN+PELAYANAN+TERHADAP%0D%0AKEPUTUSAN+PEMBELIAN+AIR+CONDITIONER+PADA+CV+REDY%0D%0ATEKNIK+LAMPUNG&rft.creator=Octa+Dwi+%2C+Diya&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Dunia+bisnis+mengalami+persaingan+perdagangan+yang+sangat+ketat+yang%0D%0Amenjadikan+para+pebisnis+harus+melakukan+strategi+pemasaran+yang+tepat.+Dalam+konteks+manajemen+pemasaran%2C+penting+untuk+memahami+bahwa+strategi+yang+efektif+tidak+hanya+melibatkan+pengelolaan+sumber+daya+dan+aktivitas+perusahaan%2C+tetapi+juga+memerlukan+pemahaman+yang+mendalam+tentang+perilaku+konsumen.+Perusahaan+CV+Redy+Teknik+di+Bandar+Lampung+dituntut+meningkatkan+faktor+physical+evidence+dan+memberikan+pelayanan+yang+baik+sehingga+dapat+terjadi+peningkatan+pada+keputusan+pembeliannya.+Untuk+itu+pada+penelitian+ini+mengangkat+masalah+apakah+variabel+physical+evidence+dan+pelayanan+memberikan+pengaruh+yang+sama+terhadap+keputusan+pembelian+oleh+CV+Redy+Teknik+di+Bandar+Lampung.+Hipotesis+pada+penelitian+ini+adalah+adanya+pengaruh+positif+dan+signifikan+antara+Physical+Evidence+dan+Pelayanan+terhadap+Keputusan+Pembelian+Air+Conditioner+pada+CV+Redy+Teknik+di+Bandar+Lampung.+Metode+pengumpulan+data+yang+digunakan+adalah+angket+dengan+sampel+100+pelanggan.+Hasil+pembahasan+dengan+model+analisis+regresi+berganda+diperoleh+hasil+bahwa+terdapat+pengaruh+yang+signifikan.+Hal+ini+dibuktikan+dengan+hasil+uji+F+untuk+mengetahui+pengaruh+variabel+bebas+secara+bersama-sama+terhadap+keputusan+pembelian+air+conditioner+pada+CV+Redy+Teknik+di+Bandar+Lampung+diperoleh+nilai+signifikansi+hitung+sebesar+0%2C000%2C+dengan+kata+lain+nilai+tersebut+lebih+kecil+dibandingkan+dengan+nilai+alpha+penelitian+yaitu+sebesar+5%25.+Secara+parsial+pengujian+dilakukan+dengan+uji+t%2C+dengan+nilai+masing-masing+variabel+bebas+mempengaruhi+variabel+terikat+keputusan+pembelian+CV+Redy+Teknik+di+Bandar+Lampung.+Dengan+demikian+hipotesis+yang+dirumuskan+dapat+dikatakan+teruji.%0D%0AKata+Kunci+%3A+Physical+Evidence%2C+Pelayanan%2C+Pemasaran%2C+Perilaku+Konsumen%2C%0D%0AKeputusan+Pembelian.%0D%0AThe+business+world+is+experiencing+very+tight+trade+competition+which+makes%0D%0Abusiness+people+have+to+carry+out+the+right+marketing+strategy.+In+the+context+of%0D%0Amarketing+management%2C+it+is+important+to+understand+that+an+effective+strategy+not+only+involves+managing+company+resources+and+activities%2C+but+also+requires+a+deep+understanding+of+consumer+behavior.+CV+Redy+Teknik+in+Bandar+Lampung+is+required+to+increase+physical+evidence+factors+and+provide+good+service+so+that+there+can+be+an+increase+in+purchasing+decisions.+For+this+reason%2C+this+study+raises+the+problem+of+whether+physical+evidence+and+service+variables+have+the+same+influence+on+purchasing+decisions+by+CV+Redy+Teknik+in+Bandar+Lampung.+The+hypothesis+in+this+study+is+that+there+is+a+positive+and+significant+influence+between+Physical+Evidence+and+Service+on+Air+Conditioner+Purchasing+Decisions+at+CV+Redy+Teknik+in+Bandar+Lampung.+The+data+collection+method+used+was+a+questionnaire+with+a+sample+of+100%0D%0Acustomers.+The+results+of+the+discussion+with+the+multiple+regression+analysis+model+obtained+the+results+that+there+was+a+significant+influence.+This+is+evidenced+by+the+results+of+the+F+test+to+determine+the+influence+of+independent+variables+together+on+the+decision+to+purchase+air+conditioners+at+CV+Redy+Teknik+in+Bandar+Lampung%2C+the+calculated+significance+value+was+obtained+at+0.000%2C+in+other+words%2C+the+value+is+smaller+than+the+research+alpha+value+of+5%25.+Partially%2C+testing+was+carried+out+using+the+t+test%2C+with+the+value+of+each+independent+variable+influencing+the+dependent+variable+of+the+purchasing+decision+of+CV+Redy+Teknik+in+Bandar+Lampung.+Thus%2C+the+formulated+hypothesis+can+be+said+to+be+tested.%0D%0AKata+Kunci+%3A+Physical+Evidence%2C+Service%2C+Marketing%2C+Consumer+Behavior%2C%0D%0APurchasing+Decisions&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2025-01-23&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84585%2F1%2FABSTRAK%2520%2528ABSTRACT%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84585%2F2%2FSKRIPSI%2520FULL%2520.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84585%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf.pdf&rft.identifier=++Octa+Dwi+%2C+Diya++(2025)+PENGARUH+PHYSICAL+EVIDENCE+DAN+PELAYANAN+TERHADAP+KEPUTUSAN+PEMBELIAN+AIR+CONDITIONER+PADA+CV+REDY+TEKNIK+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F84585%2F