FAKTOR YANG MEMPENGARUHI PEMBELIAN KOPI SECARA ONLINE DI ERA PANDEMI COVID 19 (Studi Kasus Konsumen Pada Kedai Kopi Jotey)

KARIMA, MUHAMMAD IQBAL (2021) FAKTOR YANG MEMPENGARUHI PEMBELIAN KOPI SECARA ONLINE DI ERA PANDEMI COVID 19 (Studi Kasus Konsumen Pada Kedai Kopi Jotey). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The authors conducted this study with the aim of knowing and analyzing the factors that influence online coffee purchases in the era of the Covid 19 pandemic at Jotey Coffee Shop.The population studied was all coffee buyers in Jotey Coffee Shop, East Bekasi.The approach used is a quantitative analysis approach through data collection techniques using questionnaires given to 240 respondents.Then for the sampling method using probability sampling with simple random sampling technique.The analysis method used is a hypothesis test with the help of SmartPLS 3.2.9 software.In this study, the results obtained from all the data tested concluded that the variables of communication, process, product, and character had a positive and significant effect on the decision to buy coffee online, price negatively and significantly on the decision to buy coffee online at Jotey Coffee Shop while risk had no effect and was not significant on the decision to buy coffee online at Jotey Coffee Shop. Keywords: Communication, Process, Price, Product, Character, Risk, Purchasing Decisions Penulis melakukan penelitian ini dengan tujuan mengetahui serta menganalisis faktor-faktor yang mempengaruhi pembelian kopi secara online di era pandemi Covid 19 pada Kedai Kopi Jotey. Populasi yang diteliti adalah seluruh pembeli kopi di Kedai Kopi Jotey, Bekasi Timur. Pendekatan yang digunakan yaitu pendekatan analisis kuantitatif melalui teknik pengumpulan data menggunakan kuesioner yang diberikan pada 240 responden. Kemudian untuk metode pengambilan sampel menggunakan probability sampling dengan teknik simple random sampling. Metode analisis yang digunakan adalah uji hipotesis dengan bantuan software SmartPLS 3.2.9. Dalam penelitian ini hasil yang didapatkan dari semua data yang diujikan menyimpulkan bahwa variabel communication (komunikasi), process (proses), product (produk), dan character (karakter) berpengaruh positif dan signifikan terhadap keputusan pembelian kopi secara online, price (harga) berpengaruh negatif dan signifikan terhadap keputusan pembelian kopi secara online di era pandemi Covid 19 pada Kedai Kopi Jotey sedangkan risk (risiko) tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian kopi secara online di era pandemi Covid 19 pada Kedai Kopi Jotey. Kata Kunci : Communication, Process, Price, Product, Character, Risk, Keputusan Pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119110095
Uncontrolled Keywords: Communication, Process, Price, Product, Character, Risk, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Feb 2022 13:07
Last Modified: 07 Feb 2022 13:07
URI: http://repository.mercubuana.ac.id/id/eprint/55564

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