PENGARUH TESTIMONI TERHADAP MINAT BELI INDIBIZ PADA PELAKU UMKM COFFEE SHOP DI WILAYAH TELEKOMUNIKASI SUMATERA SELATAN

PAKPAHAN, LAUREN HESTOMIHI (2025) PENGARUH TESTIMONI TERHADAP MINAT BELI INDIBIZ PADA PELAKU UMKM COFFEE SHOP DI WILAYAH TELEKOMUNIKASI SUMATERA SELATAN. Undergraduate thesis, sriwijaya university.

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Abstract

This study aims to determine the effect of testimonials on the purchase intention of Indibiz among coffee shop MSME actors in the South Sumatra Telecommunication Region. The research employed a quantitative method with a simple linear regression analysis technique. The population consisted of coffee shop MSME actors who have not yet used or have the potential to use Indibiz, with a sample of 80 respondents selected using purposive sampling. The research instrument was a Likert-scale questionnaire, which passed validity and reliability testing. The results show that testimonials have a positive and significant effect on purchase intention toward Indibiz. The regression coefficient and t-test results confirm that the more positive the testimonials received, the higher the purchase intention of MSME actors toward Indibiz. These findings indicate that testimonial-based marketing strategies are effective in increasing purchase intention, and it is recommended that companies continue to utilize customer testimonials as part of their promotional efforts.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Lauren Hestomihi Pakpahan
Date Deposited:	23 Sep 2025 01:51
Last Modified:	23 Sep 2025 01:51
URI:	http://repository.unsri.ac.id/id/eprint/184570

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