Ibnu Rois, Hadistsyah (2019) PENGARUH PROMOSI MELALUI SOCIAL MEDIA LINE, WORD OF MOUTH DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS CABANG CIK DITIRO, JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh promosi melalui social media LINE, word of mouth dan store atmosphere terhadap keputusan pembelian produk Starbucks cabang Cik Ditiro, Jakarta. Penelitian ini merupakan jenis penelitian deskriptif dengan pendekatan kuantitatif, yang diukur dengan teknik pengumpulan data menggunakan kusioner dan diolah dengan software SPSS 24.0. Populasi dari penelitian ini adalah seluruh konsumen yang pernah membeli produk Starbucks di cabang Cik Diktiro, Jakarta tahun 2019. Sampel ditentukan dengan metoda purposive sampling, dengan jumlah sampel sebanyak 100 responden. Data yang digunakan dalam penelitian ini adalah data primer, alat analisis yang digunakan adalah regresi linear berganda, uji hipotesis menggunakan uji F dan uji t. Hasil penelitian menunjukan bahwa secara simultan promosi melalui social media LINE, word of mouth dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian konsumen. Secara parsial promosi melalui social media LINE, word of mouth dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian konsumen Kata kunci: Social Media LINE, Word of Mouth, Store Atmosphere dan Keputusan Pembelian ABSTRACT This qualitative research was conducted in order to identify whether the promotion strategies that are implemented through social media LINE, word of mouth and store atmosphere optimization affect consumers decision to purchase any Starbucks product in Cik Ditiro branch. Through the implementation of the descriptive quantitative approach, this research is measured by using questionnaire and processed in SPSS 24,0. The population of this research is all of the consumers who have bought any Starbucks product in Cik Ditiro branch, Jakarta in the year 2019, and was determined by using a purposive sampling method with a total amount samples of 100 respondents. The data used in this research are all primary data and the analytical tools used in this research are: partial determination coefficient, simultaneous and hypothesis testing using the F and t test. The result of this research showed that simultanaeous of promotion through social media LINE, word of mouth and store atmosphere significantly influence consumers purchasing decisions. Partially promotion through social media LINE, word of mouth and store atmosphere significantly influence consumers purchasing decisions. Keywords: Social Media LINE, Word of Mouth, Store Atmosphere and Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 08 Dec 2021 09:15 | ||||||||
| Last Modified: | 08 Dec 2021 09:15 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6144 |
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