Kamal Ibrahim, . (2020) ANALISIS KEPUTUSAN PEMBELIAN KOPI KENANGAN: Studi Pada Generasi Milenial. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative study that has the objective to find out, analyze and prove the influence of lifestyle and word of mouth on purchasing decisions. This study uses millennial generation who buy Kopi Kenangan as the study population. The sample size is 50 respondents. The sampling method is non probability sampling and the sampling technique is purposive sampling. This study uses data from the collection of questionnaires. Data analysis ini this research is the method of partial least square (PLS) analysis with the help of SmartPLS 3.0 software. The results of the study show that lifestyle influences purchasing decisions, and word of mouth influences purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1610111036] [Pembimbing: Diana Triwardhani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Rosali] |
| Uncontrolled Keywords: | lifestyle, word of mouth, purchasing decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Kamal Ibrahim |
| Date Deposited: | 14 Jan 2022 08:21 |
| Last Modified: | 14 Jan 2022 08:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/7504 |
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