Ramdhan, Febriansyah (2023) PENGARUH STRATEGI PEMASARAN DAN BRAND AWARENESS TERHADAP MINAT BELI KONSUMEN DENGAN MENGGUNAKAN MEDIA INSTAGRAM (STUDI KASUS PADA KOPIBOI DI JAKARTA TIMUR). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh strategi pemasaran dan brand awareness terhadap minat beli pada kopi boi di Jakarta timur. Jenis penelitian ini merupakan penelitian asosiatif pendekatan kuantitatif, yang diukur dengan menggunakan Koefisien Determinasi. Populasi dari penelitian ini adalah pengunjung kopi boi di jakarta. Teknik pengambilan sampel pada penelitian ini menggunakan purposive sampling, dengan sampel diperoleh sebanyak 100 responden. Sumber data pada penelitian ini adalah data primer diolah menggunakan software SPSS versi 25. Hasil penelitian menunjukan bahwa strategi pemasaran yang diproksikan dengan product, price, place,promotion via sosial media instagram dan brand awareness tidak berpengaruh signifikan terhadap minat beli. Variabel strategi pemasaran yang diproksikan dengan price dan place berpengaruh signifikan terhadap minat beli di kopi boi. Pengujian dengan uji F (Simultan) menunjukan bahwa strategi pemasaran dan brand awareness secara bersama-sama berpengaruh positif dan signifikan terhadap minat beli di kopi boi Jakarta Timur This study aims to determine the effect of marketing strategy and brand awareness to purchasing intention in kopi boi at East Jakarta. This type of research is associative research with a qualitative approach which is measured by Coefficient of Determination. The population of this study is the visitors of kopi boi. The sampling technique is using purposive sampling, with samples obtained from 100 respondents. The data used in this study is primary data in the form of respondents need to answer the questionnaire and processed using SPSS software version 25. The result shows that marketing strategy that is proxied by product, price, place, promotion by social media Instagram and brand awareness has no significant effect on purchasing intention. Meanwhile, a marketing strategy that is proxied by price and place has a significant effect on purchasing intention in kopi boi. Based on F test (simultaneous) testing shows that marketing strategy and brand awareness shows simultaneously positive signification to purchasing intention in kopi boi at East Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Strategi Pemasaran, Mix Marketing, Brand Awareness, Minat Beli | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | FEBRIANSYAH RAMDHAN | ||||||||
| Date Deposited: | 06 Jan 2023 02:21 | ||||||||
| Last Modified: | 06 Jan 2023 02:21 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9340 |
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