Aulia Salsabilla Darmawan, . (2025) TRANSFORMASI PENGALAMAN KONSUMEN : Analisis Event Marketing, Brand Image, dan Store Atmosphere terhadap Keputusan Pembelian di FamilyMart. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (368kB) |
|
Text
AWAL .pdf Download (1MB) |
|
Text
BAB 1 .pdf Restricted to Repository UPNVJ Only Download (548kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (347kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (606kB) |
|
Text
bab 4.pdf Restricted to Repository UPNVJ Only Download (731kB) |
|
Text
BAB 5.pdf Download (124kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (279kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (123kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (18MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (447kB) |
Abstract
This study employs a quantitative research method aimed at examining, analyzing, and verifying the effects of Event Marketing and Brand Image on Purchase Decision among FamilyMart consumers in DKI Jakarta. The study applies a purposive sampling technique, with data collected through the distribution of questionnaires using a 1–5 Likert scale to consumers who have visited and made purchases at FamilyMart. A total of 116 respondents participated in this study, representing FamilyMart consumers domiciled in the DKI Jakarta area. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that Event Marketing does not have a significant effect on Purchase Decision, while Brand Image has a positive and significant effect on the Purchase Decision of FamilyMart consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210111187] [Pembimbing: Bernadin Dwi Mardiatmi] [Penguji 1: Alfatih Manggabarani] [Penguji 2: princhita Nabila Maram Pahlawan] |
| Uncontrolled Keywords: | Purchase Decisions, Event Marketing, Brand Image, Store Atmosphere |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | AULIA SALSABILLA DARMAWAN |
| Date Deposited: | 17 Mar 2026 02:31 |
| Last Modified: | 17 Mar 2026 02:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41965 |
Actions (login required)
 |
View Item |