ANALISA KEPUTUSAN PEMBELIAN FAST FOOD YANG DIPENGARUHI PERSEPSI PELANGGAN, MINAT BELI, SIKAP MULTIATRIBUT

Jihan Aribah Zahrani, . (2024) ANALISA KEPUTUSAN PEMBELIAN FAST FOOD YANG DIPENGARUHI PERSEPSI PELANGGAN, MINAT BELI, SIKAP MULTIATRIBUT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study shows how customer perceptions, purchase intentions, and multiattribute attitudes influence purchasing decisions. 100 respondents who frequently visit Hokben restaurants in the DKI Jakarta area became the sample of this study. This research uses quantitative methodology. Purposive sampling was used as the method for data collection, and the SmartPLS 4.0 tool was used for descriptive and inferential analysis. The findings of data processing show that: (1) Customer perceptions significantly and positively influence the purchase decision of Hokben Jakarta; (2) Purchase intention has a negative and insignificant effect on the purchase decision of Hokben Jakarta; (3) Multiattribute attitude significantly and positively influences the purchase decision of Hokben Jakarta. Keywords: Purchase Decision, Customer Perception, Purchase Intention, Multiattribute Attitude

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111269] [Pembimbing: Alfatih Sikki Manggabarani] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Pusporini]
Uncontrolled Keywords: Purchase Decision, Customer Perception, Purchase Intention, Multiattribute Attitude
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: JIHAN ARIBAH ZAHRANI
Date Deposited: 11 Feb 2025 09:17
Last Modified: 11 Feb 2025 09:17
URI: http://repository.upnvj.ac.id/id/eprint/34588

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