ANALISIS KEPUTUSAN PEMBELIAN PADA PRODUK KENANGAN DI DKI JAKARTA

Leonardo Adrian Putra, . (2024) ANALISIS KEPUTUSAN PEMBELIAN PADA PRODUK KENANGAN DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study aimed at examining and analyzing whether Customer Experience, Brand Ambassador, Electronic Word of Mouth, and Social Media Marketing have an impact on Purchase Decisions for Kopi Kenangan products in DKI Jakarta. The method employed was SmartPLS 4.0.1.8 with 100 respondents residing in DKI Jakarta. The sampling technique used was non-probability sampling, specifically purposive sampling. The data utilized was primary data, collected through the Google Form platform. The analysis methods applied included descriptive and inferential analysis. The results of the study indicate that: (1) customer experience has a positive and significant effect on purchasing decisions with a significance value of 0.001; (2) brand ambassador has a positive and significant effect on purchasing decisions with a significance value of 0.041; (3) e-WOM has a positive and significant effect on purchasing decisions with a significance value of 0.001; (4) social media marketing has a negative and insignificant effect on purchasing decisions with a significance value of 0.841. The contribution of the variables — customer experience, brand ambassador, e-WOM, and social media marketing — to purchasing decisions is shown by an Adjusted R-Square value of 0.941, while the remaining 5.9% is influenced by other variables not included in this study.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil:2110111219] [Pembimbing: Nobelson Syarief [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Supriyono]
Uncontrolled Keywords: Customer Experience, Brand Ambassador, Electronic Word of Mouth, Social Media Marketing.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: LEONARDO ADRIAN PUTRA
Date Deposited: 14 Feb 2025 08:21
Last Modified: 14 Feb 2025 08:21
URI: http://repository.upnvj.ac.id/id/eprint/34488

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