PENGARUH HARGA, LIFE STYLE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP (Studi Pada Lenga Space Coffee)

CAHYANI, SITI NOVI NUR (2023) PENGARUH HARGA, LIFE STYLE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP (Studi Pada Lenga Space Coffee). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of price, life style and word of mouth on purchasing decisions at coffee shops (study on arma space coffee). This research was conducted at Lenga Space Coffee. The independent variables used in this study are price, life style, and word of mouth then the dependent variable used in this study is purchasing decisions. This type of research is quantitative. The sample used was 110 respondents. The sampling method used in this study was purposive sampling. The data analysis method uses the Partial Least Square (PLS). The results of this study indicate that price has a positive and significant influence on purchasing decisions. Life style has a positive and significant influence on purchasing decisions. While word of mouth has no significant effect on purchasing decisions. Keywords : Quality, Price, Life Style, Word Of Mouth, Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh harga, life style dan word of mouth terhadap keputusan pembelian pada coffee shop (studi pada lenga space coffee). Penelitian ini dilakukan di Lenga Space Coffee. Variable independen yang digunakan dalam penelitian ini adalah harga, life style, dan word of mouth kemudian variable dependen yan digunakan dalam penelitian ini adalah keputusan pembelian. Jenis penelitian ini adalah kuantitatif. Sampel yang digunakan sebanyak 110 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah menggunakan metode purposive sampling. Metode analisis data menggunakan partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa harga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Life style memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Sedangkan word of mouth tidak berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Kualitas, Harga, Life Style, Word Of Mouth, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 165
Call Number: SE/31/23/275
NIM/NIDN Creators: 43119010408
Uncontrolled Keywords: Kualitas, Harga, Life Style, Word Of Mouth, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: 21 Jul 2023 07:42
Last Modified: 21 Jul 2023 07:42
URI: http://repository.mercubuana.ac.id/id/eprint/79331

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