PENGARUH SUASANA KEDAI, GAYA HIDUP, DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Kedai Kembara Kopi)

NOVA, ALFINA DHEA (2023) PENGARUH SUASANA KEDAI, GAYA HIDUP, DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Kedai Kembara Kopi). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of shop atmosphere, lifestyle, and online promotions on consumer purchasing decisions (study at Kedai Kembara Kopi). The dependent variable in this study is consumer purchasing decisions and the independent variables are shop atmosphere, lifestyle, and online promotions. The population used was consumers who had purchased products at a coffee shop and the sample used was 130 respondents. The sampling method used in this study was purposive sampling. The data analysis method in this study uses Partial Least Square (PLS). This study proves that store atmosphere has no effect on consumer purchasing decisions, while lifestyle and online promotions have a positive and significant effect on consumer purchasing decisions. Keywords: Store Atmosphere, Lifestyle, Online Promotion, Consumer Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh suasana kedai, gaya hidup, dan promosi online terhadap Keputusan Pembelian Konsumen (Studi Pada Kedai Kembara Kopi). Variabel dependen dalam penelitian ini adalah keputusan pembelian konsumen dan variabel independennya adalah suasana kedai, gaya hidup, dan promosi online. Populasi yang digunakan konsumen yang sudah pernah membeli produk di kedai kembara kopi dan sampel yang digunakan sebanyak 130 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah menggunakan metode purposive sampling. Metode analisis data dalam penelitian ini menggunakan Partial Least Square (PLS). Penelitian ini membuktikan bahwa suasana kedai tidak berpengaruh terhadap keputusan pembelian konsumen, sedangkan gaya hidup dan promosi online berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Kata Kunci: Suasana Kedai, Gaya Hidup, Promosi Online, Keputusan Pembelian Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 241
Call Number: SE/31/23/327
NIM/NIDN Creators: 43119010095
Uncontrolled Keywords: Suasana Kedai, Gaya Hidup, Promosi Online, Keputusan Pembelian Konsumen.
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: 19 Oct 2023 04:41
Last Modified: 19 Oct 2023 04:41
URI: http://repository.mercubuana.ac.id/id/eprint/81705

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