Pusparini, Pusparini (2021) PENGARUH INOVASI PRODUK, SELEBRITI ENDORSER DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di Waroenk Gokiel’Z Manggarai, Jakarta Selatan). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh inovasi produk, selebriti endorser dan media sosial terhadap keputusan pembelian di Waroenk Gokiel’Z Manggarai, Jakarta Selatan. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan metoda survey. Populasi yang digunakan adalah seluruh konsumen Waroenk Gokiel’Z yang tidak diketahui secara pasti dan sudah mengkonsumsi makanan dan minuman di Waroenk Gokiel’Z Manggarai, Jakarta Selatan. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling dengan jumlah sampel sebanyak 97 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metoda analisis koefisien determinasi dan pengujian hipotesis dengan Software (perangkat lunak) SPSS. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan terdapat pengaruh yang signifikan inovasi produk, selebriti endorser dan media sosial secara terhadap keputusan pembelian di Waroenk Gokiel’Z Manggarai, Jakarta Selatan This study aims to determine and analyze the effect of product innovation, celebrity endorsers and social media on purchasing decisions at Waroenk Gokiel'Z Manggarai, South Jakarta. The strategy used in this study is an associative strategy with a survey method. The population used is all Waroenk Gokiel'Z consumers who are not known for certain and have consumed food and drinks at Waroenk Gokiel'Z Manggarai, South Jakarta. The sampling technique used in this research is purposive sampling with a total sample of 97 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. This study uses the method of analysis of the coefficient of determination and hypothesis testing with SPSS software. The results of this study indicate that partially and simultaneously there is a significant effect of product innovation, celebrity endorsers and social media on purchasing decisions at Waroenk Gokiel'Z Manggarai, South Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Inovasi Produk, Selebriti Endorser, Media Sosial, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | PUSPARINI | ||||||||
| Date Deposited: | 29 Dec 2021 08:00 | ||||||||
| Last Modified: | 29 Dec 2021 08:00 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6490 |
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