Rohmana, Ayu (2023) PENGARUH MEDIA SOSIAL INSTAGRAM, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DESSERT BOX BITTER SWEET BY NAJLA KALIBATA JAKARTA SELATAN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh media sosial, citra merek, dan harga terhadap keputusan pembelian dessert box Bittersweet by Najla Kalibata. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan metoda survey. Populasi dalam penelitian ini adalah seluruh pelanggan di Bittersweet by Najla Kalibata kalibata 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 reliabilitas nya. Penelitian ini merupakan penelitian kuantitatif dengan perhitungan statistika deskriptif menggunakan software SPSS versi 26.0. Hasil penelitian ini menunjukkan bahwa media sosial Instagram, citra merek dan harga secara parsial dan simultan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dessert box Bittersweet by Najla Kalibata Kalibata Jakarta selatan. This research aims to determine the effect of media sosial, citra merek, and price on purchasing decisions for the bittersweet dessert box by Najla. The strategy used in this research is associative strategy with survey method. The population in this study were all customers at Bittersweet by Najla Kalibata Kalibata, 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 its validity and reliability. This research is a quantitative research with descriptive statistical calculations using SPSS version 26.0 software. The results of this study indicate that Instagram media sosial, citra merek and price partially and simultaneously have a positive and significant influence on purchasing decisions for the bittersweet dessert box by Najla Kalibata, south Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Media sosial Instagram, Citra merek, Harga, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AYU ROHMANA | ||||||||
| Date Deposited: | 04 Jan 2023 09:28 | ||||||||
| Last Modified: | 04 Jan 2023 09:28 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9315 |
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