PENGARUH CITA RASA, STORE ATMOSPHERE DAN CELEBRITIES ENDORSEMEN TERHADAP MINAT BELI KONSUMEN (Studi kasus di Restoran Rockstar Audos, Jakarta Timur)

Dwi, Dwi Putri Ayu Nastiti (2021) PENGARUH CITA RASA, STORE ATMOSPHERE DAN CELEBRITIES ENDORSEMEN TERHADAP MINAT BELI KONSUMEN (Studi kasus di Restoran Rockstar Audos, Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Cita Rasa, Store atmosphere dan Celebritie Endorsement terhadap Minat Beli Konsumen pada Restoran Rockstar Audos di Pondok Bambu, Jakarta Timur. Populasi pada penelitian ini yaitu seluruh konsumen pada Restoran Rockstar Audos Pondok Bambu. Sampel yang digunakan pada penelitian ini menggunakan rumus dari Rao Purba Margin Of Eror sehingga diperoleh sebanyak 97 responden. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuesioner dan observasi. Metode analisis statistic menggunakan koefisien determi-nasi dan Pengujian hipotesis secara parsial maupun simultan dengan menggunakan SPSS 25.0. Setelah melakukan pengumpulan dan analisis data maka hasil penelitian pa-da koefisien determinasi membuktikan bahwa: (1) Berdasarkan koefisien determi-nasi menunjukan bahwa variabel Cita Rasa secara parsial terdapat pengaruh positif antara Cita Rasa terhadap Minat Beli Konsumen Restoran Rockstar Audos sebe-sar 11,8% (2) Berdasarkan koefisien determinasi menunjukan bahwa variabel Store atmosphere secara parsial terdapat pengaruh positif antara Store atmosphere ter-hadap Minat Beli Kosumen Restoran Rockstar Audos sebesar 4,08%. (3) Ber-dasarkan koefisien determinasi menunjukan bahwa variabel Celebrities Endorse-ment secara parsial tidak terdapat pengaruh yang signifikan antara Celebrities En-dorsement terhadap Minat Beli Konsumen di Restoran Rockstar Audos sebesar 1,36%. (4) Berdasarkan koefisien determinasi secara simultan menunjukan variabel Cita Rasa, Store Atmosphere dan Celebrities Endorsement terhadap Minat Beli Konsumen Restoran Rockstar Audos, memperoleh hasil sebesar 37,2% sedangkan sisanya dipengaruhi oleh faktor/ variabel lain. Kata Kunci: Cita Rasa, Store atmosphere , Celebrities Endorsement, Minat Beli Konsumen This research aims to find out how the influence of Taste, Store atmosphere and Celebritie Endorsement on Consumer Buying Interests pa-da Rockstar Audos Restaurant in Pondok Bambu, East Jakarta. The population in this study is all consumers at Rockstar Audos Pondok Bambu Restaurant. The sample used in this study used a formula from Rao Purba Margin Of Error so that as many as 97 respondents were obtained. The data col-lection method used in this study uses questionnaires and observations. Partial and simultaneous hypothesis testing using SPSS 25.0. After collecting and analyzing the data, the results of the research pa-da coef-ficient of determination prove that: (1) Based on the coefficient of determination indicates that the variable Taste partially there is a positive influence between Taste to Buy Interest Kon-sumen Restaurant Rockstar Audos by 11.8% (2) Based on the coefficient of deter-minasi shows that the variable Store atmosphere partially there is a positive influence between store atmosphere to the Interest to Buy Kosumen Restaurant Rockstar Audos by 4.08%.(3) Based on the coefficient of determination shows that the variable Celebrities En-dorsement partially has no significant influ-ence between Celebrities Endorsement to Consumer Buying Interest in Rockstar Audos Restaurant of 1.36%.(4) Based on the coefficient of determination simulta-neously shows the variable Taste, Store Atmosphere and Celebrities Endorsement to Buy Interest Kon-sumen Restaurant Rockstar Audos, obtained a result of 37.2% while si-sanya influenced by other factors / variables. Keywords: Taste, Store atmosphere, Celebrities Endorsement, Consumer Buying Interests

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorsuhardi, Drs. Yusuf Suhardi,MSi,MM0301056003yusufsuhardi.stei@gmail.com
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Dwi Putri Ayu Nastiti
Date Deposited: 16 Aug 2021 03:45
Last Modified: 26 Sep 2021 20:04
URI: http://repository.stei.ac.id/id/eprint/4497

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