HANDAYANI, YUNITA TRI (2021) PENGARUH GAYA HIDUP, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK RESTORAN MAKANAN CEPAT SAJI ( Pada Restoran McDonalds Larangan Ciledug ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss what influences affect purchasing decisions on fast food restaurant products in Indonesia. The independent variables obtained from the presurvey results are Lifestyle, Location and Promotion. While the independent variable obtained is the Purchase Decision. The data analysis technique used in this research is the Structural Equation Model (SEM) technique with data processing tools using PLS. The population in this study were residents of the area living in Larangan Ciledug with a sample of 105 respondents. In this study, the sampling technique used is non-probability sampling with purposive sampling technique. By using a quantitative descriptive approach. The results of this study indicate that Lifestyle has a positive and significant effect on Purchase Decisions, Location has a positive and insignificant effect on Purchase Decisions, and Promotion has a positive and significant effect on Purchase Decisions. Keywords: Lifestyle, Location, Promotion, Purchase Decision, 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 dependen yang di dapatkan dari hasil pra survei adalah Gaya Hidup, Lokasi dan Promosi. Sedangkan variabel dependen yang di dapatkan adalah Keputusan Pembelian. Teknis 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 Larangan Ciledug dengan sampel 105 responden. Dalam penelitian ini, teknik pengambilan sampel yang digunakan ialah non probability sampling dengan teknik purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Gaya Hidup berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Lokasi berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian, serta Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Gaya Hidup, Lokasi, Promosi, Keputusan Pembelian, Produk Restoran Makanan Cepat Saji
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43117010286 |
| Uncontrolled Keywords: | Gaya Hidup, Lokasi, Promosi, Keputusan Pembelian, Produk Restoran Makanan Cepat Saji |
| Subjects: | 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Aug 2023 03:25 |
| Last Modified: | 21 Aug 2023 03:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80143 |
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