RAHMAWATI, PETTY (2022) PENGARUH KONSEP AIDA TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM LE MINERALE (Studi Kasus Warga Kecamatan Cempaka Putih, Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Attention, Interest, Desire, dan Action terhadap Keputusan Pembelian pada konsumen yang mengkonsumsi air minum Le Minerale. Populasi pada penelitian ini yaitu konsumen yang mengkonsumsi air minum Le Minerale. Sampel yang diperoleh sebanyak 96,04 yang dibulatkan menjadi 100 responden peneliti menggunakan rumus Cochran. Metode pengambilan data yang digunakan dalam penelitian ini adalah metode survei dengan menggunakan kuesioner, dimana sampel terpilih ditentukan dengan cara teknik purposive sampling, yang selanjutnya dianalisis dengan metode analisis jalur menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa, (1) Attention tidak berpengaruh terhadap keputusan pembelian (2) Interest berpengaruh positif dan signifikan terhadap keputusan pembelian (3) Desire berpengaruh positif dan signifikan terhadap keputusan pembelian (4) Action berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Attention, Interest, Desire, Action, Keputusan Pembelian ABSTRACT The purpose of this research is to determine the effect of Attention, Interest, Desire, and Action on purchasing decisions on consumers who consume mineral water. The population in this study are consumers who consume Le Minerale drinking water. The sample obtained was 96,04 which was rounded into 100 research respondents using the Cochran formula. The data collection method used in this study is a survey method using a questionnaire, where the selected sample is determined by purposive sampling technique, which is then analyzed by path analysis method using SmartPLS. The results of the analysis show that (1) Attention has no effect on purchasing decisions (2) Interest has a positive and significant effect on purchasing decisions (3) Desire has a positive and significant effect on purchasing decisions (4) Action has a positive and significant effect on purchasing decisions. Keyword : Attention, Interest, Desire, Action, Buying decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Petty Rahmawati | ||||||||
| Date Deposited: | 12 Apr 2022 03:56 | ||||||||
| Last Modified: | 12 Apr 2022 03:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7484 |
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