PENGARUH GAYA HIDUP, LOKASI, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK RESTORAN MAKANAN CEPAT SAJI DI INDONESIA

NURRAHMANITA, AUDINA (2020) PENGARUH GAYA HIDUP, LOKASI, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK RESTORAN MAKANAN CEPAT SAJI DI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what influences the Purchasing Decision on fast food restaurant products in Indonesia. Independent variables obtained from the pre-survey results are Lifestyle, Location, and Word of Mouth. While the dependent variable obtained is a Purchase Decision. Data analysis techniques used in this study is Structural Equation Model (SEM) techniques with data processing tools using PLS. The population in this study were residents living in the regions of DKI Jakarta, Banten and West Java, with a sample of 220 respondents. In this study, the sampling technique used was Judgmental Sampling and Snowball Sampling. By using a quantitative descriptive approach. The results of this study indicate that Lifestyle has a significant positive effect on Purchasing Decisions, Location has a significant positive effect on Purchasing Decisions, and Word of Mouth has a significant positive effect on Purchasing Decisions. Keywords: Lifestyle, Location, Word of Mouth, Purchasing Decisions, Fast Food Restaurant Products Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi Keputusan Pembelian pada produk restoran makanan cepat saji di Indonesia. Variabel independen yang didapatkan dari hasil pra survei adalah Gaya Hidup, Lokasi, dan Word of Mouth. Sedangkan variabel dependen yang didapatkan adalah Keputusan Pembelian. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik Structural Equation Model (SEM) dengan alat pengolahan data menggunakan PLS. Populasi dalam penelitian ini adalah penduduk berwilayah tinggal di DKI Jakarta, Banten, dan Jawa Barat, dengan sampel 220 responden. Dalam penelitian ini, teknik pengambilan sampel yang digunakan ialah Judgmental Sampling dan Snowball Sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Gaya Hidup berpengaruh positif signifikan terhadap Keputusan Pembelian, Lokasi berpengaruh positif signifikan terhadap Keputusan Pembelian, serta Word of Mouth berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata kunci: Gaya Hidup, Lokasi, Word of Mouth, Keputusan Pembelian, Produk Restoran Makanan Cepat Saji.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 303
Call Number: SE/31/21/286
NIM/NIDN Creators: 43116010394
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 123 Determinism and Indeterminism/Determinisme dan Indeterminisme > 123.7 Necessity/Kebutuhan Hidup
300 Social Science/Ilmu-ilmu Sosial > 390 Customs of People/Adat Istiadat dan Kebiasaan Masyarakat Berdasarkan Status Ekonomi dan Kelas Sosial
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 642 Meals and Table Service/Makanan dan Layanan Meja > 642.5 Meals in Public Eating Place/Penghidangan Makanan, Menu di Tempat Makan Umum
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: Putra Arsy Anugrah
Date Deposited: 14 Apr 2022 01:50
Last Modified: 14 Apr 2022 01:50
URI: http://repository.mercubuana.ac.id/id/eprint/54022

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