ANALISIS PENGARUH STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Cafe Cork and Crew di Plaza Indonesia Jakarta Pusat)

ANISA, ANISA (2020) ANALISIS PENGARUH STORE ATMOSPHERE, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Cafe Cork and Crew di Plaza Indonesia Jakarta Pusat). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Store Atmosphere, Electronic Word of Mouth and Brand Image on consumer purchasing decisions at Cork and Screw Plaza Indonesia Jakarta. , because the population is not limited then sampling using the formula Hair et al. The definition of Hair et al (2010) that the number of samples as respondents must be adjusted to the number of questions indicators used in the questionnaire, assuming n x 5 observed variables (indicators) so that the number of samples taken is equal to 80 respondents. Data collection methods using survey methods, the research instrument is a questionnaire. Data analysis method uses Partial Least Square. This research proves that there is a significant influence between Store Atmosphere and Electronic Word of Mouth influence on purchasing decisions, there is no influence between Brand Image with purchasing decisions Keywords: Cafe, Cork and Screw, Store Atmosphere, Electronic Word of Mouth, Brand Image, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere, Electronic Word of Mouth dan Brand Imageterhadap keputusan pembelian konsumen cafe Cork and Screw Plaza Indonesia Jakarta. , karena populasi tidak terbatas maka pengambilan sampel menggunakan rumus Hair et al. Definisi Hair et al (2010) bahwa banyaknya sampel sebagai responden harus disesuaikan dengan banyaknya indikator pertanyaan yang digunakan pada kuisioner, dengan asumsi n x 5 observed variable (indikator) sehingga jumlah sample yang diambil adalah sebesar 80 responden. Metode pengumpulan data menggunakan metode survey , dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa adanya pengaruh yang signikfikan antara Store Atmospheredan Electronic Word of Mouth berpengaruh terhadap keputusan pembelian, tidak adanya pengaruh antara Brand Image dengan keputusan pembelian Kata Kunci : Cafe, Cork and Screw, Store Atmosphere, Electronic Word of Mouth, Brand Image, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/404
NIM: 43115110520
Uncontrolled Keywords: Cafe, Cork and Screw, Store Atmosphere, Electronic Word of Mouth, Brand Image, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 11 Jul 2020 04:33
Last Modified: 11 Jul 2020 04:33
URI: http://repository.mercubuana.ac.id/id/eprint/52083

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