Peran Kualitas Pelayanan Dalam Menentukan Keputusan Pembelian Pada Kedai Kopi Moromari Kota Metro

Abstract

The development of the times has not only made changes to people's activities, but also changed the lifestyle of people in the world who like to drink coffee. Public demand for a comfortable coffee place with excellent service. The requirement that businesses must meet to be competitively successful is to achieve this goal through superior service and retain customers by creating a positive image through improved service quality. Service quality is grouped into 5 dimensions, namely tangibles, reliability, responsiveness, assurance and empathy. Moromari coffee shop is the first coffee shop to open in Metro City by serving the concept of coffee service. In the context of this research, a qualitative descriptive analysis method was chosen with the type of field research. The sampling method in this study is non-probability, namely Snowball Sampling. Samples were obtained through a rolling process from one respondent to another.