PENGARUH PROMOSI, HARGA DAN WORD OF MOUTH TERHADAP PROSES KEPUTUSAN PEMBELIAN (Studi pada konsumen Rumah Mantan Cafe Rawamangun

Oktaviani, Nabila (2019) PENGARUH PROMOSI, HARGA DAN WORD OF MOUTH TERHADAP PROSES KEPUTUSAN PEMBELIAN (Studi pada konsumen Rumah Mantan Cafe Rawamangun. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh promosi, harga dan word of mouth terhadap keputusan pembelian pada Rumah Mantan Cafe Rawamangun. Penelitian ini menggunakan strategi penelitian asosiatis pendekatan kuantitatif, yang diukur dengan menggunakan metode koefisien determinasi dengan SPSS 22.00. Populasi penelitian ini adalah seluruh konsumen pada Rumah Mantan Cafe. Sampling Ditentukan berdasarkan metode nonprobability sampling, dengan jumlah sampel 68 responden. Teknik pengupulan data menggunakan kuesioner dan kepustakaan. Pengujian hipotesis dengan menggunakan uji t dan uji f. Hasil penelitian membuktikan bahwa secara parsial dan simultan promosi, harga dan word of mouth berpengaruh signifikan terhadap proses keputusan pembelian. Kata kunci : Promosi, Harga, Word of Mouth, Keputusan Pembelian ABSTRACT This study aims to determine how much influence the promotion, price and word of mouth on purchasing decisions at Rumah Mantan Cafe Rawamangun. This study uses an associative research strategy quantitative approach, which is measured using the coefficient of determination method with SPSS 22.00 The population of this study is all consumers in the Rumah Mantan Cafe. Sampling Determined based on the method of nonprobability sampling, with a sample of 68 respondents. Data collection techniques using questionnaires and literature. Hypothesis testing using t test and f test. The results of the study prove that partial and simultaneous promotion, price and word of mouth have a significant effect on the purchasing decision process. Keywords : Promotion, Price, Word of Mouth, Purchase Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSuhardi, YusufUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 13 Dec 2021 06:55
Last Modified: 13 Dec 2021 06:55
URI: http://repository.stei.ac.id/id/eprint/6213

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