KUSUMAWATI, CATUR (2024) PENGARUH PROMOSI, KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA NINETY NINE RESTORAN. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Promosi, Kualitas Pelayanan, dan Digital Marketing terhadap Keputusan Pembelian Konsumen pada Ninety Nine Restoran. Populasi pada penelitian ini adalah seluruh pelanggan restoran Ninety Nine Pesanggrahan, Jakarta Barat. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu teknik purposive sampling serta jumlah konsumen yang menjadi sampel dalam penelitian ini adalah 160 responden. Metode analisis data menggunakan Partial Least Squares (Smart-PLS) versi 3.0. Berdasarkan analisis data maka penelitian ini dapat disimpulkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, digital marketing berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Dalam hal ini, keputusan pembelian dipengaruhi sebesar 53,3% oleh faktor-faktor yang diteliti dalam penelitian ini. The aims of this research is to determine the influence of Promotion, Service Quality, and Digital Marketing on Consumer Purchasing Decisions at Ninety Nine Restaurants. The population in this study were all customers of the Ninety Nine Pesanggrahan restaurant, West Jakarta. The sampling technique used in this research is purposive sampling technique and the number of consumers sampled in this research is 160 respondents. Analysis was conducted method uses the Partial Least Squares (Smart-PLS) version 3.0. The results of the research showed that promotions have a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, Adigital marketing has a positive and no significant effect on purchasing decisions. In this case, purchasing decisions are influenced by 53,3% by the factors examined in this research.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119110181 |
| Uncontrolled Keywords: | Promosi, Kualitas Pelayanan, Digital Marketing, Keputusan Pembelian. Promotion, Service Quality, Digital Marketing, Purchasing Decisions. |
| 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: | NAYLA AURA RAYANI |
| Date Deposited: | 20 Jul 2024 02:39 |
| Last Modified: | 20 Jul 2024 02:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89671 |
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