PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOKO KOPI TUKU CABANG JOGLO (Studi pada Mahasiswa S1 Manajemen di Universitas Mercu Buana Jakarta Barat)

JEFIR, FAYSA MAHARANI (2024) PENGARUH ELECTRONIC WORD OF MOUTH, HARGA, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK TOKO KOPI TUKU CABANG JOGLO (Studi pada Mahasiswa S1 Manajemen di Universitas Mercu Buana Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to test the effect of electronic word of mouth on purchasing decisions, to test the effect of price on purchasing decisions, to test the effect of sales promotion on purchasing decisions in the context of Toko Kopi Tuku Joglo products. This type of research is associative causality. The population in this study were all undergraduate management students in Mercu Buana University West Jakarta. The sampling technique used purposive sampling. The number of samples used in this study were 160 respondents. The data were analyzed using SmartPLS 4.1. The result in this study indicate that electronic word of mouth has a positive and significant effect on purchase decision, price has a positive and significant effect on purchase decision, and sales promotion has no positive and significant effect on purchase decision. Tujuan penelitian ini adalah untuk menguji pengaruh electronic word of mouth terhadap keputusan pembelian, untuk menguji pengaruh harga terhadap keputusan pembelian, untuk menguji pengaruh promosi penjualan terhadap keputusan pembelian dalam konteks produk Toko Kopi Tuku Cabang Joglo. Jenis penelitian ini adalah asosiatif kausalitas. Populasi dalam penelitian ini yaitu semua mahasiswa S1 Manajemen di Universitas Mercu Buana Jakarta Barat. Teknik pengambilan sampel menggunakan purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 160 responden. Data dianalisis menggunakan SmartPLS 4.1. Hasil penelitian ini menunjukkan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, dan promosi penjualan tidak berpengaruh positif dan signifikan terhadap keputusan pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 452
NIM/NIDN Creators:	43120010444
Uncontrolled Keywords:	Electronic Word of Mouth, Harga, Promosi Penjualan, 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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:	ANANDA NADIRA PUTRI
Date Deposited:	10 Oct 2024 04:29
Last Modified:	10 Oct 2024 04:29
URI:	http://repository.mercubuana.ac.id/id/eprint/92386

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