PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAN PROMOSI SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN CAFE KOPI LAIN HATI

MULAWARMAN, HUKMU ADAM (2025) PENGARUH GAYA HIDUP, KUALITAS PRODUK, DAN PROMOSI SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN CAFE KOPI LAIN HATI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine "The Influence of Lifestyle, Product Quality, and Social Media Marketing Promotion on the Purchasing Decision of Other Heart Coffee Cafe" From this study the independent variables consist of the Influence of Promotion, Price Perception, Convenience and Trust and the dependent variable Purchase Decision. The population in this study is residents in the West Jakarta area who are consumers of Lain Hati Coffee. The sample used was 140 respondents. Data analysis techniques used in this study include Component or Variance Based Structural Equation Model, Inner model hypothesis test (R squarevalue, Goodness of Fit Model, Hypothesis Testing), Data collected by distributing questionnaires to consumers and processed using the Smart PLS 3.0 program. Keywords: Lifestyle Influence, Product Quality, and Social Media Marketing Promotion, and Purchase Decisions. Penelitian ini bertujuan untuk mengetahui "Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi Sosial Media Marketing Terhadap Keputusan Pembelian Cafe Kopi Lain Hati" Dari penelitian in variabel independen terdiri dari Pengaruh Promosi, Persepsi Harga, Kemudahan dan Kepercayaan dan variabel dependennya Keputusan Pembelian. Populasi dalam penelitian ini adalah Warga di Daerah Jakarta Barat yang merupakan konsumen Kopi Lain Hati. Sampel yang dipergunakan adalah sebanyak 140 responden. Teknik analisis data yang digunakan dalam penelitian ini meliputi Component atau Variance Based Structural Equation Model, Uji hipotesis inner model (Nilai R square, Goodness of Fit Model, Pengujian Hipotesis), Data dikumpulkan dengan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 3.0. Kata Kunci: Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi Sosial Media Marketing, dan Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 229
NIM/NIDN Creators:	43120010012
Uncontrolled Keywords:	Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi Sosial Media Marketing, dan 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	08 Aug 2025 01:18
Last Modified:	08 Aug 2025 01:18
URI:	http://repository.mercubuana.ac.id/id/eprint/96667

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