PENGARUH GAYA HIDUP, KUALITAS PRODUK, SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN COFFEE FORE SECARA ONLINE

Fauzi, Achmad (2022) PENGARUH GAYA HIDUP, KUALITAS PRODUK, SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN COFFEE FORE SECARA ONLINE. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Gaya Hidup, Kualitas Produk dan Social Media Marketing terhadap keputusan pembelian Coffee Foree Secara Online. Populasi dalam penelitian ini adalah Peminum Coffee fore di Jakarta. Sampel yang dipergunakan adalah sebanyak 121 responden, di hitung berdasarkan rumus Structural Equation Modelling (SEM). Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa gaya hidup tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian coffee fore secara online, kualitas produk berpengaruh positif dan tidak signifikan terhdap keputusan pembelian coffe fore secara online dan social media marketing berpengaruh dan signifikan terhadap keputusan pembelian coffee fore secara online. Kata Kunci: Gaya hidup, Kualitas Produk, Social Media Marketing, Keputusan Pembelian This study aims to analyze the effect of Lifestyle, Product Quality and Social Media Marketing on Coffee Foree Online purchasing decisions. The population in this study is fore coffee drinkers in Jakarta. The sample used was 121 respondents, calculated based on the Structural Equation Modeling (SEM) formula. The sampling method used purposive sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. This study proves that lifestyle has no and no significant effect on purchasing decisions for fore coffee online, product quality has a positive and insignificant effect on purchasing decisions for coffee fore online and social media marketing has an effect and significantly on purchasing decisions for coffee fore online. Keywords: Lifestyle, product quality, social media marketing, purchasing decisions

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117120182
Uncontrolled Keywords: Gaya hidup, Kualitas Produk, Social Media Marketing, Keputusan Pembelian Lifestyle, product quality, social media marketing, purchasing decisions
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MYTHA ALVIANA SARI
Date Deposited: 23 Apr 2022 02:50
Last Modified: 23 Apr 2022 02:50
URI: http://repository.mercubuana.ac.id/id/eprint/60431

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