Rahma Dillah, Mutia (2019) PENGARUH MEDIA SOSIAL, STORE ATMOSPHERE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Media Sosial, Store Atmosphere dan Kualitas Produk terhadap Keputusan Pembelian pada restoran Nona Judes. Strategi dalam penelitian ini yaitu strategi penelitian Assosiatif dengan pendekatan Deskriptif Kuantitatif. Metoda penelitian menggunakan metoda survey sampel. Pengolahan data menggunakan SPSS versi 25.0. Metoda analisis data yang digunakan adalah Uji Validitas dan Uji Reliabilitas. Alat analisis statistik data menggunakan Koefisien Determinasi (R2) secara parsial dan simultan. Populasi sasaran dalam penelitian ini yaitu seluruh konsumen yang pernah mengunjungi dan mengkonsumsi makanan di restoran nona judes dengan sampel sebanyak 97 responden. Teknik pengambilan sampel menggunakan teknik Purposive Sampling. Hasil penelitian menyimpulkan, (1) Media Sosial (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) Store Atmosphere (X2) secara persial tidak berpengaruh signifikan terhadap Keputusan Pembelian, (4) Kualitas Produk (X3) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (4) Media Sosia, Store Atmosphere dan Kualitas Produk secara simultan berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci: Media Sosial,Store Atmosphere,Kualitas Produk dan Keputusan Pembelian ABSTRACK This study aims to determine how much influence Social Media, Store Atmosphere and Product Quality on Purchasing Decisions in Nona Judes restaurant. The strategy in this study is the Associative research strategy with a quantitative descriptive approach. The research method uses a sample survey method. Data processing using SPSS version 25.0. Data analysis methods used are Validity Test and Reliability Test. The statistical analysis tool uses partial and simultaneous coefficient of determination (R2). The target population in this study is all consumers who have visited and consumed food in Nona Judes Restaurant with a sample of 97 respondents. The sampling technique uses purposive sampling technique. The results of the study concluded, (1) Social Media (X1) partially had a significant effect on Purchasing Decisions (Y), (2) Store Atmosphere (X2) partially had no significant effect on Purchasing Decisions, (4) Product Quality (X3) partially significantly influence the Purchasing Decision (Y), (4) Social Media, Store Atmosphere and Product Quality simultaneously have a significant effect on the Purchasing Decision Key words: social media, store atmosphere, product quality, purchasing decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 05 Jan 2022 02:33 | ||||||||
| Last Modified: | 05 Jan 2022 02:33 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6637 |
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