Wiranoto, Muhammad Bayu (2021) Impact Of Brand Image, Social Media Marketing, And Service Quality Toward Purchase Decision (Study On Coffeehouse Company: Starbucks. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Social Media Marketing, dan Service Quality terhadap Keputusan Pembelian pada penelitian Perusahaan Starbucks Coffeehouse di Duta Mall Banjarmasin. Jenis penelitian ini adalah explanatory research, yaitu menjelaskan hubungan dan pengaruh antara satu variabel dengan variabel lainnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden dimana survei dilakukan melalui kuesioner online dan kertas. Sampel penelitian ini terdiri dari responden berusia minimal 17 tahun dan responden pernah menjadi konsumen Starbucks di Duta Mall Banjarmasin dalam kurun waktu satu tahun terakhir. Regresi Linier Berganda dan pengujian hipotesis menggunakan uji-t dan uji-f digunakan untuk menganalisis data, yang kemudian diolah melalui software SPSS. Dari hasil pengujian ketiga hipotesis dapat disimpulkan bahwa Brand Image, Social Media Marketing, dan Service Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Perusahaan Starbucks Coffeehouse di Duta Mall Banjarmasin. Dari penelitian ini dapat disimpulkan bahwa Brand Image, Social Media Marketing, dan Service Marketing akan meningkatkan Keputusan Pembelian pada Perusahaan Starbucks Coffeehouse di Duta Mall Banjarmasin.
English Abstract
This research aimed to determine the impact of the Brand Image, Social Media Marketing, and Service Quality toward Purchase Decisions on Starbucks Coffeehouse Company research at Duta Mall Banjarmasin. This research is explanatory research, which explains the relationship and influence between one variable with other variables through hypothesis testing. This research used a sample of 100 respondents in which the survey was conducted through an online and paper questionnaire. The sample of this research consisted of respondents at least 17 years old and the respondents have been Starbucks consumers at Duta Mall Banjarmasin in the last one-year period. Multiple Linear Regression and hypothesis testing using t-test and f-test were employed to analyze the data, which was then processed through SPSS software. From the results of testing three hypotheses, it can be concluded that the Brand Image, Social Media Marketing, and Service Marketing have positive and significant influence on Purchase Decision on Starbucks Coffeehouse Company at Duta Mall Banjarmasin. From this research, it can be concluded that Brand Image, Social Media Marketing, and Service Marketing will increase the Purchase Decision of Starbucks Coffeehouse Company at Duta Mall Banjarmasin.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020267 |
| Uncontrolled Keywords: | Brand Image, Social Media Marketing, Service Quality, Purchase Quality., Brand Image, Social Media Marketing, Service Quality, Purchase Quality. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 21 Jan 2022 02:13 |
| Last Modified: | 24 Feb 2022 02:10 |
| URI: | http://repository.ub.ac.id/id/eprint/188599 |
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Text (DALAM MASA EMBARGO)
175020207141010 - Muhammad Bayu Wiranoto.pdf Restricted to Registered users only until 31 December 2023. Download (3MB) |
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