Muhammad Rafliatha, . (2021) ANALISIS KEPUTUSAN PEMBELIAN ONLINE KOPI KENANGAN DITINJAU DARI PENGARUH MARKETING MIX. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (13kB) |
|
Text
AWAL.pdf Download (764kB) |
|
Text
BAB1.pdf Download (436kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (452kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (848kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
BAB 5.pdf Download (123kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (289kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (4MB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (132kB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository UPNVJ Only Download (904kB) |
Abstract
Kopi Kenangan is a coffee shop in Indonesia that was founded in 2017 with a coffee-to-go concept. The purpose of this study was to determine and analyze whether the marketing mix has an effect on online purchasing decisions for Kopi Kenangan. This research uses descriptive quantitative method. Samples were taken as many as 100 respondents with probability sampling method. Data collection was carried out by distributing questionnaires. The data analysis technique used is descriptive analysis and inferential analysis with the analytical tool used is PLS (Partial Least Square). The results of data analysis indicate that price, place, promotion and physical evidence have a significant effect on purchasing decisions. For product, person and process variables have no effect on purchasing decisions. The R-Square result of the purchase decision is 0.661 indicating that the research model is very strong and means that the marketing mix together has a significant contribution to purchasing decisions at Kopi Kenangan by 66.1%
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1610111162] [Penguji II : Suharyati] [Penguji i : Tati Handayani] [Ketua Penguji : Alfatih S Mangabarani] |
| Uncontrolled Keywords: | Price, Product, Place, Promotion, People, Process, Physical Evidence, Purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muhammad Rafliatha |
| Date Deposited: | 20 May 2022 09:43 |
| Last Modified: | 20 May 2022 09:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/10247 |
Actions (login required)
 |
View Item |