PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI JANJI JIWA

Hanif Rahman, . (2022) PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI JANJI JIWA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (177kB)
[img] Text
AWAL.pdf
Download (898kB)
[img] Text
BAB 1.pdf
Download (312kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (261kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (307kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (464kB)
[img] Text
BAB 5.pdf
Download (21kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (24kB)
[img] Text
RIWAYAT HIDUP.pdf
Download (20kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (7MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (8MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (532kB)

Abstract

Coffee is one of the commodities consumed by the people of Indonesia. The phenomenon that occurs under the name "Fever Coffee Shop" has an impact on the emergence of many coffee shops in Indonesia, both small and large scale. This research is a quantitative research with the aim of analysing and proving the influence of Social Media Marketing and Brand Image on the Purchase Decision of Kopi Janji Jiwa products. This study uses a population of consumers who have made a purchase at Kopi Janji Jiwa in East Jakarta. 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 to be analysed using the Partial Least Square (PLS) method and assisted using the SmartPLS application. The results obtained from this research are: (1) Social Media Marketing Instagram variable has a positive and significant effect on the Purchase Decision variable with an Original Sample value of 0.633, (2) Brand Image Variable has a positive and significant effect on Purchase Decision variable with an Original Sample value of 0.301.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111222] [Pembimbing: Jenji Gunaedi Argo] [Penguji 1: Lina Aryani] [Ketua Penguji: Yuliniar]
Uncontrolled Keywords: Social Media Marketing, Brand Image, Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Hanif Rahman
Date Deposited: 02 Feb 2023 07:12
Last Modified: 02 Feb 2023 07:12
URI: http://repository.upnvj.ac.id/id/eprint/22274

Actions (login required)

View Item View Item