Erowati, Erowati (2024) PENGARUH CONSUMER RATING DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI RESTORAN BERBASIS CLOUD KITCHEN DENGAN HARGA SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen di Jakarta Pusat). S1 thesis, Universitas Mercu Buana - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
43120110146-Erowati-01 Cover - ero wati.pdf Download (335kB) |
|
Text (ABSTRAK)
43120110146-Erowati-02 Abstrak - ero wati.pdf Download (182kB) |
|
Text (BAB I)
43120110146-Erowati-03 Bab 1 - ero wati.pdf Restricted to Registered users only Download (295kB) |
|
Text (BAB II)
43120110146-Erowati-04 Bab 2 - ero wati.pdf Restricted to Registered users only Download (460kB) |
|
Text (BAB III)
43120110146-Erowati-05 Bab 3 - ero wati.pdf Restricted to Registered users only Download (220kB) |
|
Text (BAB IV)
43120110146-Erowati-06 Bab 4 - ero wati.pdf Restricted to Registered users only Download (519kB) |
|
Text (BAB V)
43120110146-Erowati-07 Bab 5 - ero wati.pdf Restricted to Registered users only Download (153kB) |
|
Text (DAFTAR PUSTAKA)
43120110146-Erowati-08 Daftar Pustaka - ero wati.pdf Restricted to Registered users only Download (204kB) |
|
Text (LAMPIRAN)
43120110146-Erowati-09 Lampiran - ero wati.pdf Restricted to Registered users only Download (439kB) |
|
Text (LEMBAR KEABSAHAN)
Formulir Keabsahan dan Publikasi TA - ero wati.pdf Restricted to Repository staff only Download (142kB) |
Abstract
Cloud Kitchen merupakan outlet yang tidak melayani konsumen untuk makan di tempat dan hanya fokus pada takeaway atau delivery. Penelitian ini bertujuan untuk menguji mengetahui pengaruh consumer rating dan promosi terhadap keputusan pembelian di restoran berbasis cloud kitchen yang ada di Jakarta Pusat dengan harga sebagai variabel intervening. Pendekatan penelitian yang digunakan adalah kuantitatif. Populasi penelitian terdiri dari konsumen yang berdomisili di Jakarta Pusat. Sampel penelitian dilakukan terhadap 175 responden dengan teknik pengambilan sampel yaitu non-probability purposive sampling. Pengumpulan data dilakukan dengan teknik kuesioner. Metode analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan alat analisis Smart-PLS 4.0. Penelitian ini membuktikan bahwa consumer rating berpengaruh positifdan signifikan terhadap harga. Consumer rating berpengaruh positif namun tidak signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga mampu memediasi hubungan antara consumer rating dengan keputusan pembelian secara penuh Cloud Kitchen is an outlet that does not serve consumers to dine in and focuses only on takeaway or delivery. The study aims to find out the impact of consumer rating and promotion on purchase decisions in cloud kitchen restaurants in Central Jakarta with price as intervening variable. The research is use quantitative approach. The population of this research are consumers are occupied in Central Jakarta. The samples are 175 respondents that is take with non-probability purposive sampling technique. The data is collected with questionnaires technique. The method used in the research is the Partial Least Square (PLS) with the Smart - PLS 4.0 analytical tool. This study proves that consumer rating has a positive ef ect and significant on price. Consumer rating has a positive ef ect but its no significant on purchase decision. Price has a positive and significant ef ect on purchase decision. Promotion has a positive and significant ef ect on purchase decision. Price can mediate between consumer rating and purchase decision as full mediation
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120110146 |
| Uncontrolled Keywords: | Cloud Kitchen, Consumer Rating, Promosi, Harga, Keputusan Pembelian Cloud Kitchen, Consumer Rating, Promotion, Price, Purchase Decision |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 08 Mar 2024 02:28 |
| Last Modified: | 08 Mar 2024 02:28 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86931 |
Actions (login required)
 |
View Item |
