PENGARUH SOCIAL MEDIA INSTAGRAM, KUALITAS LAYANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA KEMENADY COFFEE

Alisa Putri Nurita Sari, . (2024) PENGARUH SOCIAL MEDIA INSTAGRAM, KUALITAS LAYANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA KEMENADY COFFEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The aim of this research was to examine the way social media marketing, service quality, and brand awareness influence consumer purchasing decisions in Kemenady Coffee in Central Bogor. Such study operated primary data for its analysis. A quantitative method was applied, targeting consumers who have made a purchase at Kemenady Coffee at least once. Using a purposive sampling strategy, it overall sample size consisted of 100 respondents. Structural Equation Modeling with SmartPLS software was used to analyze the data. According to the study's findings, social media marketing and service quality are significantly impact on purchasing decisions, while brand awareness has no significant effect. Overall, the results show that effective social media marketing and strong service quality are essential in improving consumer purchasing decisions at Kemenady Coffee, but Kemenady coffee should also design more effective marketing strategies and focus on brand awareness to improve purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111048] [Pembimbing: Suharyati] [Penguji 1: Lina Aryani] [Penguji 2: Diana Triwardhani]
Uncontrolled Keywords: Social Media, Kualitas Layanan, Brand Awareness, Instagram, Coffee Shop
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ALISA PUTRI NURITA SARI
Date Deposited: 17 Feb 2025 09:50
Last Modified: 17 Feb 2025 09:50
URI: http://repository.upnvj.ac.id/id/eprint/34774

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