PENGARUH HARGA, CITA RASA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN COFFEE AND SHOOT

PRASETYO, ELDI (2022) PENGARUH HARGA, CITA RASA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN COFFEE AND SHOOT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine how the effect of Price, Taste, and Promotion on Coffee and Shoot Purchase Decisions. The population in this study were all Coffee and Shoot customers. The sample in this study was 140 respondents with data collection techniques using questionnaires. The data testing technique used is in the form of validity test, reliability test, and classical assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test. The data analysis technique used multiple linear regression. Hypothesis test using R 2 test, F test, and t test. This study uses SPSS version 25 software data analysis tool. The results of this study indicate that (1) Price has a positive and significant effect on Coffee and Shoot purchasing decisions. (2) Taste has a positive and significant effect on Coffee and Shoot purchasing decisions. (3) Promotion has no effect on Coffee and Shoot purchasing decisions. Keywords: Price, Taste, Promotion, and Purchase Decision Penelitian ini bertujuan untuk menguji bagaimana pengaruh Harga, Cita Rasa, dan Promosi terhadap Keputusan Pembelian Coffee and Shoot. Populasi dalam penelitian ini adalah semua pelanggan Coffee and Shoot. Sampel dalam penelitian ini sebanyak 140 responden dengan teknik pengumpulan data menggunakan kuesioner. Teknik pengujian data yang digunakan berupa uji validitas, uji reliabilitas, dan uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas. Teknik analisis data menggunakan regresi linier berganda. Uji hipotesis menggunakan uji R 2 ,uji F, dan uji t. Penelitian ini menggunakan alat analisis data perangkat lunak SPSS versi 25. Hasil dari penelitian ini menunjukkan bahwa (1) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian Coffee and Shoot. (2) Cita rasa berpengaruh positif dan signifikan terhadap keputusan pembelian Coffee and Shoot. (3) Promosi tidak berpengaruh terhadap keputusan pembelian Coffee and Shoot. Kata Kunci: Harga, Cita Rasa, Promosi, dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 454
Call Number: SE/31/23/112
NIM/NIDN Creators: 43118010374
Uncontrolled Keywords: Harga, Cita Rasa, Promosi, dan Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 13 Feb 2023 06:20
Last Modified: 13 Feb 2023 06:20
URI: http://repository.mercubuana.ac.id/id/eprint/74056

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