Dwinito, Rangga (2020) Strategi Pemasaran Kopi Janji Jiwa Terhadap Keputusan Pembelian Di Gerai Pondok Ungu Permai Bekasi. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh antara produk, harga, promosi, dan tempat terhadap keputusan pembelian pada Kopi Janji Jiwa di Gerai Pondok Ungu Permai Bekasi. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Populasi penelitian ini adalah masyarakat yang pernah berbelanja di Kopi Janji Jiwa di Gerai Pondok Ungu Permai Bekasi. Sampel dalam penelitian ini berjumlah 100 orang responden dengan menggunakan purposive sampling. Analisis data penelitian ini menggunakan uji validitas, uji reliabilitas, analisis koefisien determinasi parsial dan berganda, serta pengujian hipotesis menggunakan SPSS versi 25.0. Hasil penelitian ini menunjukkan bahwa variabel Produk secara parsial berpengaruh terhadap Keputusan Pembelian, variabel Harga secara parsial berpengaruh terhadap Keputusan Pembelian, variabel Promosi secara parsial berpengaruh terhadap Keputusan Pembelian, variabel Tempat secara parsial berpengaruh terhadap Keputusan Pembelian dan secara simultan dapat dikatakan bahwa variabel Produk, Harga, Promosi, dan Tempat berpengaruh terhadap Keputusan Pembelian. Kata Kunci : Produk, Harga, Promosi, Tempat dan Keputusan Pembelian Abstract This research aim to determine the influence of product, price, promotion, and place on purchase decision at Kopi Janji Jiwa Pondok Ungu Permai Bekasi. This research uses primary data with the dissemination of questionnaires. The population of this research is the people who have shopped at Kopi Janji Jiwa Pondok Ungu Permai Bekasi Store. The sample in this study contained 100 respondents using purposive sampling. The analysis of this research data uses validity test, reliability test, partial and multiple determination coefficient analysis, and hypothesis testing using SPSS version 25.0. The results indicate that the Product variable partially affects the Purchase Decision, the Price variable partially affects the Purchase Decision, the Promotion variable partially affects the Purchase Decision, the Place variable partially affects on Purchase Decision and simultaneously it can be said that the Product, Price, Promotion, and Place influence Purchasing Decision. Key Words : Product, Price, Promotion, Place and Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Users 1099 not found. | ||||||||
| Date Deposited: | 03 Dec 2020 08:32 | ||||||||
| Last Modified: | 03 Dec 2020 08:32 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/1639 |
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