PENGARUH STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Customer Toko 54 Vape)

KHAIRUNNISA, DEBBY (2018) PENGARUH STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Customer Toko 54 Vape). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the significance effect of store atmosphere, electronic word of mouth and celebrity endorser to purchase decision. The population in this study are the customers of store 54 vape. Sampling technique using purposive sampling method and the selected sample are 119 samples. Data analysis technique using multiple linier regression with analysis partial leaset square method. The results show that store atmosphere and celebrity endorser have positive and significant effect to purchase decision while electronic word of mouth has no effect to customers purchase decision of store 54 vape. Keywords: purchase decision, store atmosphere, electronic word of mouth, celebrity endorser Penelitian ini bertujuan untuk mengetahui signifikansi pengaruh Store Atmosphere, Electronic Word of Mouth dan Celebrity Endorser Terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah Customer Toko 54 Vape Tanjung Duren Jakarta Barat. Teknik pengambilan sampel menggunakan metode purposive sampling dan sampel yang terpilih adalah 119 sampel. Teknik analisis data menggunakan regresi linier berganda dengan metode analisis Partial Least Square (PLS). Hasil penelitian menunjukan bahwa store atmosphere dan celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian sedangkan electronic word of mouth tidak berpengaruh terhadap keputusan pembelian customer Toko 54 Vape. Kata kunci: keputusan pembelian, store atmosphere, electronic word of mouth celebrity endorser

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 523
NIM: 43111110085
Uncontrolled Keywords: keputusan pembelian, store atmosphere, electronic word of mouth celebrity endorser
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 12 Nov 2018 07:16
Last Modified: 09 Jan 2019 08:02
URI: http://repository.mercubuana.ac.id/id/eprint/45541

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