Analisis Pengaruh Brand, Features, Price dan Social Influence pada Purchase Intention terhadap Cafe di Kota Batam

Chandra, Decky (2018) Analisis Pengaruh Brand, Features, Price dan Social Influence pada Purchase Intention terhadap Cafe di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Café-café sekarang merupakan tempat yang sering di kunjungi oleh berbagai kalangan usia terutama anak muda karena telah jadi tempat untuk berkumpul dan bersantai sambil menikmati hidangan dan suasana yang di berikan oleh café-café itu tersendiri. Maka dari itu penulis bertujuan untuk menganalisa pengaruh Brand, Features, Price dan Social Influence pada Purchase Intention terhadap Café di kota Batam. Objek yang di tuju pada penelitian ini adalah masyarakat-masyarakat kota Batam yang berkunjung ke café-café di wilayah kota Batam, metode penelitian ini menggunakan metode judgmental sampling, merupakan teknik pemilihan sampel secara tidak acak yang informasi nya di dapatkan dengan mengunakan pertimbangan tertentu. Progam yang digunakan dalam penelitian ini adalah SPSS (Statistical Package for the Social Sciences) untuk meneliti pengaruh faktor variabel independen terhadap variabel dependen. Berdasarkan penelitian ini hasil nya yang di dapatkan menunjukkan bahwa variabel Brand, Features, Price, dan Social Influence berpengaruh signifikan terhadap Purchase Intention. ********************************************************* Cafe nowdays become a place that often visited by teenagers, because of cafe has becomea place for gathering and relaxing with accompiance of food and pleasure enviroment given by each of diffrent cafe of its own. By thus, writter plan to analyze the affect from Brand, Features, Price and Social Influence on Purchase Intention in Batam’s café. The Object that is targeted in this thesis is the citizen of Batam that already have visited café in Batam, the method that is used in this thesis is judgmental sampling, it is a technic which gathers up information un-randomly and with some special reconsideration. The program that is used to help ease up this thesis from determining the effect of independent variable to dependent variable is SPSS¬¬ (Statistical Package for the Social Sciences). From this thesis, it is able to conclude that Brand, Features, Price and Social Influence significantly affect Purchase Intention.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Purchase intention, Brand, Features, Price and Social Influence.
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Economic and Business > Management
Depositing User: Herlina Gultom
Date Deposited: 24 Nov 2018 07:54
Last Modified: 24 Nov 2018 07:54
URI: http://repository.uib.ac.id/id/eprint/1186

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