PENGARUH EKUITAS MEREK, SOCIAL MEDIA MARKETING , KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI KAPAL API (Studi Kasus kopi siap seduh di Jakarta)

DEWANDARU, GALANG MAULANA PUTRA (2023) PENGARUH EKUITAS MEREK, SOCIAL MEDIA MARKETING , KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI KAPAL API (Studi Kasus kopi siap seduh di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the influence of Brand Equity, Social Media Marketing, and Product Quality on Kapal Api Coffee Purchasing Decisions in Jakarta. The object of this research is the DKI Jakarta Community who consume Kapal Api Coffee. This study was conducted on 105 respondents using a quantitative descriptive approach. Determination of sample size using Non Probability sampling technique with purposive sampling method. This research method uses a causal research design using the Structural Equation Model (SEM) with the Smart- PLS analysis tool. This research proves that Brand Equity has a positive and significant effect on purchasing decisions, Social Media Marketing has a positive and insignificant effect on purchasing decisions, Product quality has a negative and significant effect on purchasing decisions.Keywords: Brand Equity, Social Media Marketing, Product Quality, Purchasing Decision Penelitian ini untuk mengetahui pengaruh Ekuitas Merek, Social Media Marketing, dan Kualitas Produk terhadap Keputusan Pembelian Kopi Kapal Api di Jakarta. Objek penelitian ini adalah Masyarakat DKI Jakarta yang mengkonsumsi Kopi Kapal Api. Penelitian ini dilakukan terhadap 105 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Non Probability sampling dengan metode purposive sampling. Metode penelitian ini menggunakan desain penelitian kausal dengan menggunakan Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa Ekuitas Merek berpengaruh positif dan signifikan terhadap keputusan pembelian, Social Media Marketing berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, Kualitas produk berpengaruh negatif dan signifikan terhadap keputusan pembelian. Kata kunci: Ekuitas Merek, Social Media Marketing, Kualitas Produk, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 447
Call Number:	SE/31/23/477
NIM/NIDN Creators:	43119010157
Uncontrolled Keywords:	Ekuitas Merek, Social Media Marketing, Kualitas Produk, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan 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:	khalimah
Date Deposited:	25 Nov 2023 04:04
Last Modified:	25 Nov 2023 04:04
URI:	http://repository.mercubuana.ac.id/id/eprint/84267

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