PENGARUH ISLAMIC BRANDING, STORE ATMOSPHERE, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Minimarket 212 Mart Kebon Jeruk)

FAJRIATIN, LILIS NUR (2019) PENGARUH ISLAMIC BRANDING, STORE ATMOSPHERE, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Minimarket 212 Mart Kebon Jeruk). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of Islamic Branding, Store Atmosphere and diversity of Products towards purchasing decision (Study On Minimart 212 Mart Kebon Jeruk West Jakarta). This research was conducted towards the 126 respondents, the population is all of the people who shop at the minimart. Data analysis using SEM program LISREL 8.8 with. The results of this research show that Islamic Branding and Product diversity is a positive and significant Effect against the purchase decisions while the Store Atmosphere does not influence on purchasing decisions. Keywords: Islamic Branding, Store Atmosphere, diversity of products and purchasing decisions Penelitian ini bertujuan untuk mengetahui Pengaruh Islamic Branding, Store Atmosphere dan Keragaman Produk terhadap Keputusan Pembelian (Studi Pada Minimarket 212 Mart Kebon Jeruk – Jakarta Barat). Penelitian ini dilakukan terhadap 126 responden, populasi adalah semua orang yang berbelanja di minimarket. Analisi data menggunakan SEM dengan program LISREL 8,8. Hasil penelitian ini menunjukan bahwa Islamic Branding dan Keragaman Produk Berpengaruh Positif dan Signifikan terhadap Keputusan Pembelian sedangkan Store Atmosphere tidak berpengaruh terhadap Keputusan Pembelian. Kata kunci : Islamic Branding, Store Atmosphere, Keragaman Produk dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 503
Call Number: SE/31/19/133
NIM: 43114110350
Uncontrolled Keywords: Islamic Branding, Store Atmosphere, Keragaman Produk dan 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 > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Dec 2019 07:14
Last Modified: 07 Jan 2020 04:25
URI: http://repository.mercubuana.ac.id/id/eprint/52510

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