Pratiwi, Ria Ayu (2021) DAMPAK STRATEGI PEMASARAN BISNIS KEDAI KOPI DALAM MENINGKATKAN MINAT BELI MENGGUNAKAN MEDIA SOSIAL INSTAGRAM (Studi Kasus Upstairs Coffee, Sunter, Jakarta Utara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui dampak antara produk, harga, tempat, dan promosi terhadap minat beli. Penelitian ini dilakukan di Upstairs Coffee, Sunter, Jakarta Utara. Strategi penelitian yang dilakukan dalam penelitian ini adalah asosiatif dan metode kuantitatif. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode kuesioner, dimana data diperoleh melalui kuesioner dan data yang dikumpulkan dari pertanyaan dengan jumlah sampel sebanyak 100 orang. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Analisis data penelitian ini menggunakan metode koefisien determinasi, uji t dan uji F program SPSS versi 26.0. Hasil penelitian ini membuktikan bahwa: variabel produk secara parsial berpengaruh terhadap minat beli, harga secara parsial tidak berpengaruh terhadap minat beli, tempat secara parsial tidak berpengaruh terhadap minat beli, promosi secara parsial berpengaruh terhadap minat beli. Selanjutnya secara simultan dapat dikatakan bahwa variabel produk, harga, tempat, dan promosi berpengaruh terhadap minat beli. Kata Kunci : Produk, Harga, Tempat, Promosi, dan Minat Beli ABSTRACT The purpose of this research is to find out the effect of product, price, place, and the promotion of buying interest. This research was conducted at Upstairs Coffee, Sunter, North Jakarta. The research strategy conducted in this research is a associative study and quantitative methods. The research method used in this study is a questionnaire research method where data is obtained through questionnaires and data collected from questions with a sample number of 100 people. The sampling method used in this study was purposive sampling. The analysis data of this research used coefficient of determination, t test and F test using SPSS 26.0 version. The result of this research gives an establish: the partial product variable could provide an impact for buying interest, the partial prices do not provide an effect for buying interest, the partial place does not give an effect for buying interest, the partial promotion gives an impact of buying interest. Then simultaneously can say that the variable of product, price, place, and advertising can provide an effect of buying interest. Keywords : Product, Price, Place, Promotion, Buying Interest
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms RIA AYU PRATIWI | ||||||||
| Date Deposited: | 21 Nov 2021 14:29 | ||||||||
| Last Modified: | 21 Nov 2021 14:29 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5935 |
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