Muhammad Turtusi Alfarizi, . (2022) ANALISIS SOCIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVING (STUDI PADA KOPI KENANGAN JABODETABEK). 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 (398kB) |
|
Text
BAB 1.pdf Download (249kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (277kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (311kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (487kB) |
|
Text
BAB 5.pdf Download (15kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (160kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (19kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (534kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (10MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (705kB) |
Abstract
Coffee is a fruit, where the seeds can be used as a drink and have their own characteristics. Where at this time coffee connoisseurs are increasing day by day. This is indicated by the increasing number of coffee shops in various cities throughout Indonesia. With the increasing mobility and lifestyle of the Indonesian people, especially in big cities, the coffee shop business has increased. This research uses a population of consumers who have not and have made purchases at Kopi Kenangan in Jabodetabek. The sample in this study used 100 respondents who were selected through non-probability sampling and purposive sampling techniques. The data in this study were obtained from distributing questionnaires which would be analyzed using the Partial Least Square (PLS) method and assisted by using the SmartPLS application. The results obtained in this study are: (1) Social media marketing variables have a direct and significant effect on the Purchase Decision variable with an Original Sample value of 0.164, (2) Brand awareness Variable has a direct and significant effect on Purchase Decision variables with Original Sample values of 0.232, (3) the Social media marketing Variable has an indirect and significant effect on the Purchase Decision Variable through Purchase Interest with an Original Sample value of 0.217, (4) Brand awareness Variable has an indirect and significant effect on Purchase Decision Variable through Purchase Intention with Original Sample value of 0.267. Keywords: Social media marketing, Brand awareness, Purchase Intention, Purchase Decision
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910111202] [Pembimbing: Prasetyo Hadi] [Penguji 1: Nobelson] [Penguji 2: Rosali Sembiring Colia] |
| Uncontrolled Keywords: | Social media marketing, Brand awareness, Purchase Intention, Purchase Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muhammad Turtusi Alfarizi |
| Date Deposited: | 27 Jan 2023 06:29 |
| Last Modified: | 30 Jan 2023 03:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22358 |
Actions (login required)
 |
View Item |