SUBARWANTI, AUMIA (2019) PEGARUH STORE ATMOSPHERE, CELEBRITY ENDORSER, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA OMDC DENTAL CLINIC JOGLO. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to determine the effect of store atmosphere, celebrity endorser, and price perception on purchasing decisions at OMDC Dental Clinic Joglo. This research was conducted on 165 respondents using a quantitative approach. Data collection techniques used were questionnaires and using Convenience Sampling for sampling. Analysis of the data used is SEM-PLS where data processing uses Smart PLS version 3.0. The results of this study indicate that the price perception variable does not significantly influence purchasing decisions at the Joglo OMDC Dental Clinic. While the store atmosphere and celebrity endorser variables significantly influence purchasing decisions at OMDC Dental Clinic Joglo. Store atmosphere, celebrity endorser, and price perception together influence 78.6% of entrepreneurial intentions, and the remaining 21.4% is influenced by other factors not explained in the study. Keywords: Store Atmosphere, Celebrity Endorser, Price Perception, Decision to Purchase Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere, celebrity endorser, dan persepsi harga terhadap keputusan pembelian pada OMDC Dental Clinic Joglo. Penelitian ini dilakukan pada 165 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dan menggunakan Convenience Sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEM-PLS dimana pengolahan data menggunakan program Smart PLS versi 3.0. Hasil penelitian ini menunjukkan bawa variabel persepsi harga tidak berpengaruh signifikan terhadap keputusan pembelian pada OMDC Dental Clinic Joglo. Sementara variabel store atmosphere dan celebrity endorser berpengaruh signifikan terhadap keputusan pembelian pada OMDC Dental Clinic Joglo. Store atmosphere, celebrity endorser, dan persepsi harga secara bersama-sama berpengaruh sebesar 78,6% terhadap intensi berwirausaha, dan sisanya sebesar 21,4% dipengaruhi oleh faktor lain yang tidak dijelaskan dalam penelitian. Kata kunci: Store Atmosphere, Celebrity Endorser, Persepsi Harga, Keputusan Pembelian
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