FADLIANTO, ALIF (2024) PENGARUH MEDIA SOSIAL, WORD OF MOUTH, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFE RUANG LE’NDRA DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
People these days are always looking for food and drinks at a cafe or coffee shop which has an impact on business competition which is getting tighter and always competitive, this can affect the amount of revenue at a cafe or coffee shop, especially at Cafe Ruang Lendra in Serang City. The purpose of this study was to analyze the effect of social media, word of mouth and price on consumer purchasing decisions at Cafe Ruang Lendra in Serang City. The research method used with this type of descriptive quantitative research, the sampling technique uses Accidental sampling, and the analysis technique uses multiple linear regression analysis to obtain the results of the hypothesis test, namely the partial t test and simultaneous test on the variables tested. The results of the partial t test research social media (X1) has a significant positive effect with a t value of 2.284> t table 2.028, word of mouth (X2) has a significant positive effect with a t value of 3.627> t table 2.028 and price (X3) has no effect (negative) and is not significant with a t value of -579 < t table 2.028. Simultaneous f test social media (X1), word of mouth (X2) and price (X3) have a significant positive effect on purchasing decisions as evidenced by the value of f count 12.273> f table 2.859.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Masyarakat sekarang ini selalu mencari makanan dan minuman di cafe atau coffee shop yang berdampak pada persaingan bisnis yang semakin ketat dan selalu kompetitif, hal ini dapat mempengaruhi jumlah pendapatan pada sebuah cafe atau coffee shop khususnya pada Cafe Ruang Lendra di Kota Serang. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh media sosial, word of mouth dan harga terhadap keputusan pembelian konsumen pada Cafe Ruang Lendra di Kota Serang. Metode penelitian yang digunakan dengan jenis penelitian deskriptif kuantitatif, teknik pengambilan sampel menggunakan Accidental sampling, dan teknik analisis menggunakan analisis regresi linier berganda untuk memperoleh hasil uji hipotesis yaitu uji t parsial dan uji simultan terhadap variabel-variabel yang diujikan. Hasil penelitian uji t secara parsial media sosial (X1) berpengaruh positif signifikan dengan nilai t hitung 2,284 > t tabel 2,028, word of mouth (X2) berpengaruh positif signifikan dengan nilai t hitung 3,627 > t tabel 2,028 dan harga (X3) tidak berpengaruh (negatif) dan tidak signifikan dengan nilai t hitung -579 < t tabel 2,028. Uji f secara simultan media sosial (X1), word of mouth (X2) dan harga (X3) berpengaruh positif signifikan terhadap keputusan pembelian yang dibuktikan dengan nilai f hitung 12,273 > f tabel 2,859. | |||||||||
| Uncontrolled Keywords: | Social Media, Word of Mouth, Price, Purchase Decision, and Lendra Room Cafe. Media Sosial, Word of Mouth, Harga, Keputusan Pembelian, dan Lendra Room Cafe. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mr Alif Fadlianto | |||||||||
| Date Deposited: | 25 Jun 2024 10:31 | |||||||||
| Last Modified: | 25 Jun 2024 10:31 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/36513 |
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