PENGARUH PERSEPSI HARGA, MOTIF BELANJA HEDONIC, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI DI COFFEE SHOP SEULAWAH

LESTARI, DEWI APRILIA (2018) PENGARUH PERSEPSI HARGA, MOTIF BELANJA HEDONIC, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI DI COFFEE SHOP SEULAWAH. S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to determine the price perception of hedonic and Brand Image Motives Perceptions of Coffee Buying Decision at Coffee Shop Seulawah. This research was conducted on 135 respondents by using purposive sampling. The data analysis used is statistical analysis in the form of SEM-PLS. The result of this study Indicate that the significant of Price Perceptions significantly influence purchasing decisions. Hedonic Shopping Motives influence purchasing decisions and Brand Image affects purchasing decisions. Keywords: Perception Price, Hedonic Shopping Motives, Brand Image, and Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh Persepsi Harga, Motif Belanja Hedonic dan Brand Image terhadap Keputusan Pembelian Kopi di Coffee Shop Seulawah. Penelitian ini dilakukan terhadap 135 responden dengan menggunakan Convinience Sampling. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t Persepsi Harga berpengaruh signifikan terhadap keputusan pembelian, Motif Belanja Hedonic berpengaruh terhadap keputusan pembelian dan Brand Image terhadap keputusan pembelian Kata Kunci: Persepsi Harga, Motif Belanja Hedonic, Brand Image, dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 548
NIM: 43114010015
Uncontrolled Keywords: Persepsi Harga, Motif Belanja Hedonic, Brand Image, dan Keputusan Pembelian
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: 03 Dec 2018 01:52
Last Modified: 09 Jan 2019 08:24
URI: http://repository.mercubuana.ac.id/id/eprint/45811

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