PENGARUH GAYA HIDUP, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN BUAH DAN SAYUR SECARA ONLINE (STUDI PADA TOKO BUAH GOFRUIT.ID)

SANTO, VIANTY ADELLI (2023) PENGARUH GAYA HIDUP, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN BUAH DAN SAYUR SECARA ONLINE (STUDI PADA TOKO BUAH GOFRUIT.ID). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of lifestyle, promotion and service quality on purchasing decisions at GoFruit.id. The population in this study are consumers who have purchased fruit and vegetables at GoFruit.id in an unknown amount. The sample used was 100 respondents, calculated based on the formula from Rao Purba in Fauzi (2017). Sampling method using purposive sampling. The data collection method uses a survey method with a questionnaire and the analytical technique used in this study was SmartPLS. This study shows that lifestyle has a significant positive effect on purchasing decisions, promotions have no influence on purchasing decisions and service quality has a significant positive effect on purchasing decisions. Keywords: Lifestyle, Promotion, Service Quality and Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup, promosi dan kualitas layanan terhadap keputusan pembelian di GoFruit.id. Populasi dalam penelitian ini adalah konsumen yang pernah membeli buah dan sayur di GoFruit.id dengan jumlah yang tidak diketahui. Sampel yang digunakan adalah sebanyak 100 responden, dihitung berdasarkan rumus dari Rao Purba dalam Fauzi (2017). Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey dengan kuesioner dan teknik analisis yang digunakan dalam penelitian ini adalah SmartPLS. Penelitian ini menunjukkan bahwa gaya hidup berpengaruh positif signifikan terhadap keputusan pembelian, promosi tidak memiliki pengaruh terhadap keputusan pembelian dan kualitas layanan berpengaruh positif signifikan terhadap keputusan pembelian Kata Kunci: Gaya Hidup, Promosi, Kualitas Layanan dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 338
Call Number: SE/31/23/425
NIM/NIDN Creators: 43119110185
Uncontrolled Keywords: Gaya Hidup, Promosi, Kualitas Layanan dan Keputusan Pembelian.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 11 Nov 2023 08:07
Last Modified: 11 Nov 2023 08:07
URI: http://repository.mercubuana.ac.id/id/eprint/83839

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