PENGARUH SUASANA KEDAI, GAYA HIDUP, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI JANJI JIWA

RAHARJO, RAHMAT PUJI (2022) PENGARUH SUASANA KEDAI, GAYA HIDUP, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI JANJI JIWA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of the tavern atmosphere, lifestyle, and brand image on the purchasing decisions of Consumers of Kopi Janji Jiwa. The population in this study is Indonesian people who have made purchases on Janji Jiwa Coffee with a sample size of 170 determined using purposive sampling methods. The sample collection technique is carried out using questionnaires and data processing is carried out with SEM-PLS analysis techniques using SPSS and SmartPLS software. The results of this study found that the atmosphere of the tavern, lifestyle, and brand image had a positive and significant effect on the purchasing decisions of consumers of Kopi Janji Jiwa consumers. Keywords: Tavern Atmosphere, Lifestyle, Brand Image, and Purchasing Decisions Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh suasana kedai, gaya hidup, dan citra merek terhadap keputusan pembelian konsumen Kopi Janji Jiwa. Populasi dalam penelitian ini adalah masyarakat Indonesia yang sudah pernah melakukan pembelian pada Kopi Janji Jiwa dengan ukuran sampel 170 yang ditentukan menggunakan metode purposive sampling. Adapun teknik pengumpulan sampel dilakukan menggunakan kuesioner dan olah data dilakukan dengan teknik analisis SEM-PLS menggunakan perangkat lunak SPSS dan SmartPLS. Hasil penelitian ini mendapati bahwa suasana kedai, gaya hidup, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen Kopi Janji Jiwa. Kata Kunci: Suasana Kedai, Gaya Hidup, Citra Merek, dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 191
Call Number: SE/31/22/115
NIM/NIDN Creators: 43118010356
Uncontrolled Keywords: Suasana Kedai, Gaya Hidup, Citra Merek, Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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
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: ADELINA HASNA SETIAWATI
Date Deposited: 26 Oct 2022 08:32
Last Modified: 26 Oct 2022 08:32
URI: http://repository.mercubuana.ac.id/id/eprint/70977

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