Soeltan Adjie Opa, . (2023) PENGARUH SOCIAL MEDIA MARKETING, WORD OF MOUTH DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA NWANSA COFFEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Based on data obtained from Nwansa Coffee, the sales volume per cup of Nwansa Coffee shows that sales of Nwansa Coffee are inconsistent or fluctuating. So it can be assumed that there is a purchasing decision problem at Nwansa Coffee. This research is a quantitative research that aims to find out, prove, analyze that social media marketing, word of mouth, and store atmosphere affect purchasing decisions at Nwansa Coffee. The population in this study are consumers who have made purchases at Nwansa Coffee in DKI Jakarta. The sample in this study used 153 respondents who were selected through nonprobability sampling and purposive sampling techniques. The data in this study were obtained by distributing questionnaires which were analyzed using the Partial Least Square (PLS) method and assisted by using SmartPLS 3.0 software. The results of this study indicate (1) Social media marketing has a positive and significant effect on purchasing decisions with 0,183 of path coefficient (2) Word of mouth has a positive and significant effect on purchasing decisions with 0,213 of path coefficient (3) Store atmosphere has a positive and significant effect on purchasing decisions with 0,571 of path coefficient.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111239] [Pembimbing: Miguna Astuti] [Penguji 1: Bernadin Dwi Merdiatmi] [Penguji 2: Diana Triwardhani] |
| Uncontrolled Keywords: | social media marketing, word of mouth, store atmosphere, purchase decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Soeltan Adjie Opa |
| Date Deposited: | 11 Sep 2023 07:59 |
| Last Modified: | 11 Sep 2023 07:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/25439 |
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