PENGARUH PROMOSI PENJUALAN DAN GAYA HIDUP TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK PADA GERAI STARBUCKS COFFE DI PALEMBANG

PRATAMA, RAMADHAN ANGGA and Daud, Islahuddin and Nofiawaty, Nofiawaty (2014) PENGARUH PROMOSI PENJUALAN DAN GAYA HIDUP TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK PADA GERAI STARBUCKS COFFE DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mencari tahu pengaruh antara promosi penjualan dan gaya hidup terhadap keputusan konsumen membeli produk pada gerai Starbucks coffee di Palembang secara parsial dan simultan . Metode yang digunakan adalah sebab akibat atau kausalitas antara variabel-variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling atau judgemental sampling yaitu cara pengambilan sampel yang dipilih berdasarkan pertimbangan tertentu. Penelitian ini menggunakan metode regresi linier berganda dengan jumlah sampel sebanyak 100 orang. Dari hasil penelitian ini menunjukan bahwa secara simultan kedua variabel memiliki pengaruh terhadap keputusan membeli konsumen dan secara terpisah/parsial variabel gaya hidup berpengaruh paling signifikan terhadap keputusan konsumen membeli dengan persentase sebesar 6,49% dan promosi penjualan sebesar 1,90%.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Promosi penjualan, Gaya hidup, Keputusan membeli, Starbucks coffee
Subjects: H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr. Muhammad Irwan
Date Deposited: 27 May 2021 01:36
Last Modified: 27 May 2021 01:36
URI: http://repository.unsri.ac.id/id/eprint/46753

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