Hartanti Irma Kusumawati, Vivi (2023) PENGARUH SALES PROMOTION DAN STORE ATMOSPHERE TERHADAP PURCHASE DECISION DENGAN PURCHASE INTENTION SEBAGAI VARIABEL INTERVENING PADA RESTORAN CEPAT SAJI HOKBEN DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study was to determine the effect of Sales Promotion (X1) and Store Atmosphere (X2) on Purchase Decision (Y) with Purchase Intention (Z) as an intervening variabel at the HokBen fast food restaurant in Serang City. The method used in this research is quantitative research with descriptive approach. The population in this study is the people of Serang City. The samples were 128 respondent or who have consumed food in the HokBen fast food restaurant in Serang City using a purposive sampling method. Technique of the analysis used in this research is Structural Equation Modelling (SEM) with analysis tool by SmartPLS 4.0 version. The result of this study show that : (1) Sales Promotion has a positive and significant effect on Purchase Decision. (2) Store Atmosphere has a positive and significant effect on Purchase Decision. (3) Sales Promotion has a positive and significant effect on Purchase Intention. (4) Store Atmosphere has a positive and significant effect on Purchase Intention. (5) Purchase intention has a positive and significant effect on Purchase Decision. (6) Sales Promotion on Purchase Decision can be mediated by Purchase Intention. (7) Store Atmosphere on Purchase Decision can be mediated by Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Sales Promotion (X1) dan Store Atmosphere (X2) terhadap Purchase Decision (Y) dengan dimediasi oleh Purchase Intention (Z) pada restoran cepat saji HokBen di Kota Serang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah masyarakat Kota Serang. Pengambilan sampel penelitian ini berjumlah 128 responden atau masyarakat yang pernah mengkonsumsi makanan di restoran cepat saji HokBen cabang Kota Serang dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa : (1) Sales Promotion berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Store Atmosphere berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Sales Promotion berpengaruh positif dan signifikan terhadap Purchase Intention. (4) Store Atmosphere berpengaruh positif dan signifikan terhadap Purchase Intention. (5) Purchase intention berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Sales Promotion terhadap Purchase Decision dapat dimediasi oleh Purchase Intention. (7) Store Atmosphere terhadap Purchase Decision dapat dimediasi oleh Purchase Intention. | |||||||||
| Uncontrolled Keywords: | Sales Promotion, Store Atmosphere, Purchase Intention, and Purchase Decision Sales Promotion, Store Atmosphere, Purchase Intention, dan Purchase Decision. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform Communication > Science Journalism |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Vivi Hartanti Irma Kusumawati | |||||||||
| Date Deposited: | 02 Jan 2024 15:47 | |||||||||
| Last Modified: | 03 Jan 2024 10:31 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31845 |
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