PENGARUH PERILAKU KONSUMEN, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PERTUNJUKAN ACARA STAND UP COMEDY DEPOK

Heraldy Dwi Nugroho, . (2020) PENGARUH PERILAKU KONSUMEN, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKET PERTUNJUKAN ACARA STAND UP COMEDY DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine the effect of consumer behavior, promotions and prices on the decision to buy a ticket stand up comedy depok. The population in this study was depok stand up comedy audience. The sample size was taken as many as 75 respondents, with the probability sampling research method that is simple random sampling. Data collection was carried out through questionnaires using Google forms. The analysis technique used is the PLS (Partial Least Square) analysis method. The results showed that (1) consumer behavior had a positive and not significant effect on purchasing decisions with a path coefficient of 0.130. (2) Promotion has a positive and significant influence on purchasing decisions with a path coefficient of 0.350. (3) Price has a positive and significant influence on purchasing decisions with a coefficient of 0.482 Keywords: Stand up Comedy, Consumer Behaviour, Promotion, Price and Purchase Decision

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1610111050] [Pembimbing: Hariyanto Ridwan] [Penguji 1: Nobelson] [Penguji 2: Pandapotan Simarmata]
Uncontrolled Keywords: Stand up Comedy, Consumer Behaviour, Promotion, Price and Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Heraldy Dwi Nugroho
Date Deposited: 27 Aug 2021 10:08
Last Modified: 27 Aug 2021 10:08
URI: http://repository.upnvj.ac.id/id/eprint/7680

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