PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN

Qamilla Nurul Halimah, . (2023) PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is quantitative research with the aim of analyzing and knowing the influence of Istagram social media marketing, brand image, and service quality on the purchase decision of Kopi Kenangan. The sample population in this study was 100 respondents of Kopi Kenangan consumers in Pamulang District, South Tangerang using purposive sampling techniques. Data analysis techniques were collected through google form questionnaires with descriptive analysis techniques and tested for validity and reliability and continued with hypothesis testing using the Partial Least Square (PLS) method and assisted using the SmartPLS 3.0 application. Hypothesis testing in this study used inner model analysis, outer model, and t-statistical test with a significance level of 5% (0,05). The result obtained in this study are (1) Instagram social media marketing variables have a positive and significant effect on purchasing decisions with an Original Sample value of 0,418 (2) brand image variables have a positive and insignificant effect on purchasing decisions with an Original Sample value of 0,151 (3) service quality variables have a positive and significant effect on purchasing decisions with an Original Sample of 0,373.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 1910111218] [Pembimbing: Suharyati] [Penguji 1: Diana Triwardhani] [Penguji 2: Rosali]
Uncontrolled Keywords:	Instagram Social Media Marketing, Brand Image, Service Quality, Purchasing Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Qamilla Nurul Halimah
Date Deposited:	21 Sep 2023 05:06
Last Modified:	21 Sep 2023 05:43
URI:	http://repository.upnvj.ac.id/id/eprint/25503

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