Alifah, Putri Amalia (2025) Faktor-Faktor yang Mempengaruhi Minat Beli Konsumen terhadap Kopi Susu Gula Aren di Kafe Unsurhara Kopi, Kota Serang. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The present research is intended to examine the determinants of consumers’ purchase intention of brown sugar milk coffee at Unsurhara Coffee Café in Serang City. The focal objective is to investigate the partial and joint effects of need recognition, information search, and alternative evaluation, respectively, on consumers’ purchase intention. This study uses a quantitative descriptive research research type with T-Test and F-Test statistical testing. Results of the T-Test show that information search and alternative evaluation have partial effect on purchasing intention and need recognition has no effect. Moreover, as indicated in the F-Test results, all 3 of the variables exert a significant effect on purchase intention when they are used collectively. According to the regression coefficient results, information search is the most powerful factor affecting purchase intention at the maximum value of its regression coefficient. This indicates that it is the strategy or plan of product-communication-proportion that has a significant influence in attracting consumer’s attention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi minat pembelian kopi susu gula merah di Kafe Unsurhara di Kota Serang. Tujuan utama penelitian ini adalah untuk menyelidiki pengaruh parsial dan simultan dari pengenalan kebutuhan, pencarian informasi, dan evaluasi alternatif, masing-masing, terhadap minat pembelian konsumen. Penelitian ini menggunakan jenis penelitian deskriptif kuantitatif dengan pengujian statistik T-Test dan F-Test. Hasil uji T menunjukkan bahwa pencarian informasi dan evaluasi alternatif memiliki efek parsial terhadap niat pembelian, sedangkan pengenalan kebutuhan tidak memiliki efek. Selain itu, seperti yang ditunjukkan dalam hasil uji F, ketiga variabel tersebut memiliki efek signifikan terhadap minat pembelian ketika digunakan secara bersama-sama. Berdasarkan hasil koefisien regresi, pencarian informasi merupakan faktor paling kuat yang mempengaruhi minat pembelian dengan nilai koefisien regresi maksimum. Hal ini menunjukkan bahwa strategi atau rencana proporsi komunikasi produk memiliki pengaruh signifikan dalam menarik perhatian konsumen. | |||||||||
| Uncontrolled Keywords: | Purchase intention, Milk coffee, Information search, Alternative evaluation, Need recognition. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Putri Amalia Alifah | |||||||||
| Date Deposited: | 28 Aug 2025 07:09 | |||||||||
| Last Modified: | 28 Aug 2025 07:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54254 |
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