PENGARUH LOKASI, PROMOSI, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET (Studi pada Indomaret Rawa Buaya)

MAULANA, YUSUP (2022) PENGARUH LOKASI, PROMOSI, DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET (Studi pada Indomaret Rawa Buaya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Location, Promotion, and Product Diversity on purchasing decisions. The sample used is 185 respondent, Data collection method using Google Form, Data analysis method using PLS (Partial Least Square) technique through SmartPLS 3.0 statistical software. The results of this study show that Location has a positive but not significant effect on purchasing decisions, Promotion has a positive and significant effect on purchasing decisions, Product Diversity has a positive and significant effect on purchasing decisions at Indomaret. Keywords : Location, Promotion, Product Diversity, Purchasing decisions Penelitian ini bertujuan untuk menganalisis pengaruh lokasi, promosi, dan keragaman produk terhadap keputusan pembelian di Indomaret. Sampel yang digunakan adalah sebanyak 185 responden, Metode pengumpulan data menggunakan Google Form, Metode analisis data menggunakan teknik PLS (Partial Least Square) melalui software statistic SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa Lokasi berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, Promosi berpengaruh prositif dan signifikan terhadap keputusan pembelian, Keragaman Produk berpengaruh positif dan signifikan terhadap keputusan pembelian di Indomaret. Kata Kunci : Lokasi, Promosi, Keragaman produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 052
Call Number: SE/31/23/203
NIM/NIDN Creators: 43118010114
Uncontrolled Keywords: Penelitian ini bertujuan untuk menganalisis pengaruh lokasi, promosi, dan keragaman produk terhadap keputusan pembelian di Indomaret. Sampel yang digunakan adalah sebanyak 185 responden, Metode pengumpulan data menggunakan Google Form, Metode analisis data menggunakan teknik PLS (Partial Least Square) melalui software statistic SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa Lokasi berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, Promosi berpengaruh prositif dan signifikan terhadap keputusan pembelian, Keragaman Produk berpengaruh positif dan signifikan terhadap keputusan pembelian di Indomaret. Kata Kunci : Lokasi, Promosi, Keragaman 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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 29 May 2023 04:50
Last Modified: 29 May 2023 04:50
URI: http://repository.mercubuana.ac.id/id/eprint/77231

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