PENGARUH BRAND AWARENESS, WORDS OF MOUTH, DAN LOKASI TERHADAP MINAT BELI PADA KEDAI JOIN KOPI BULUNGAN

DINI, NABILA ZATA (2018) PENGARUH BRAND AWARENESS, WORDS OF MOUTH, DAN LOKASI TERHADAP MINAT BELI PADA KEDAI JOIN KOPI BULUNGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Brand Awareness, Words of Mouth and Location on Buying Interest in Join Coffee Shop Bulungan. The respondends of this research are the people who already knowing the Join Coffee Shop Bulungan. This research was conducted with 125 respondents by using quantitative approach. SEM-PLS have employed in data analysis. The results of this study indicate that the Brand Awareness have not been significantly influence on Buying Interest in Join Coffee Shop Bulungan. Words of Mouth and Location have been significantly influence on Buying Interest in Join Coffee Shop Bulungan., Keyword: Brand Awareness, Word of Mouth, Location, Buying Interest, Join Kopi Bulungan. Penelitian ini untuk mengetahui pengaruh Brand Awareness, Words of Mouth dan Lokasi terhadap Minat Beli pada Kedai Join Kopi Bulungan. Responden pada penelitian ini adalah masyarakat yang sudah mengetahui Kedai Join Kopi Bulungan. Penelitian ini dilakukan terhadap 125 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji Brand Awareness berpengaruh signifikan terhadap Minat Beli pada Kedai Join Kopi Bulungan. Words of Mouth dan Lokasi berpengaruh signifikan terhadap Minat Beli ada Kedai Join Kopi Bulungan. Kata Kunci : Brand Awareness, Word of Mouth, Lokasi, Minat Beli, Join Kopi Bulungan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 367
NIM: 43114010115
Uncontrolled Keywords: Brand Awareness, Word of Mouth, Lokasi, Minat Beli, Join Kopi Bulungan
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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 21 Dec 2018 03:21
Last Modified: 07 Jan 2019 08:21
URI: http://repository.mercubuana.ac.id/id/eprint/46279

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