JULIANI, EVA (2024) PENGARUH SUASANA TOKO, GAYA HIDUP DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOPI NAKO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of store atmosphere, lifestyle and promotions on purchasing decisions at Nako coffee Jakarta. The subjects in this study were consumers of Kopi Nako Jakarta. The samples in this study was a minimum of 150 respondents. The data used in this study used a questionnaire instrument. The sampling method used in this study was purposive sampling method. The data analysis method used is qualitative descriptive analysis and the hypothesis is tested using the Structural Equation Model (SEM)PLS with the SmartPLS (Partial Least Square) software program. The results of this research indicate that the store atmosphere has a significant positive effect on purchasing decisions. Lifestyle has a significant positive effect on Purchasing Decisions and Promotion has a significant positive effect on Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui Pengaruh Suasana Toko, Gaya Hidup Dan Promosi Terhadap Keputusan Pembelian Kopi Nako. Subjek pada penelitian ini adalah konsumen Kopi Nako Jakarta. Sampel yang digunakan dalam penelitian ini sebanyak minimum 150 responden. Data yang digunakan dalam penelitian ini menggunakan instrumen kuesioner. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah menggunakan metode purposive sampling. Metode analisis data yang di gunakan adalah analisis deskriptif kuantitatif dan hipotesis di uji menggunakan Structural Equation Model (SEM) PLS dengan software SmartPLS (Partial Least Square) program. Hasil penelitian ini menunjukkan bahwa Suasana Toko berpengaruh positif siginifikan terhadap Keputusan Pembelian. Gaya Hidup berpengaruh positif signifikan terhadap Keputusan Pembelian dan Promosi berpengaruh positif siginifikan terhadap Keputusan Pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 385 |
| NIM/NIDN Creators: | 43120010274 |
| Uncontrolled Keywords: | Suasana Toko, Gaya Hidup, Promosi, Keputusan Pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 03 Oct 2024 03:20 |
| Last Modified: | 03 Oct 2024 03:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92098 |
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