Theon, Randy (2020) Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Konsumen Milenial Terhadap Brands Coffee Shop Melalui Media Sosial di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian ini dilakukan untuk mencari tahu faktor-faktor apa saja yang mempengaruhi niat pembelian konsumen milenial di Kota Batam terhadap brands coffee shop melalui media sosial. Penelitian ini juga berguna untuk membantu semua pihak untuk mengetahui faktor-faktor yang perlu diperhatikan agar dapat menarik konsumen milenial untuk melakukan pembelian terhadap brands coffee shop. Sebab intention to purchase merupakan keputusan akhir dalam sebuah transaksi. Penelitian ini ditujukan kepada konsumen milenial di Kota Batam yang pernah mengikuti akun Instagram coffee shop seperti Starbucks dan The Coffee Bean & Tea Leaf. Sebanyak 286 data kuesioner dibagikan dan pengujian data akan dilakukan dengan program Partial Least Square 3.0. Hasil Penelitian menyatakan bahwa seluruh variabel independen diantaranya adalah perceived usefulness, enjoyment, compatibility, credibility dan peer communication berpengaruh signifikan positif terhadap intention to purchase through social media dengan attitude toward engaging retail brands through social media sebagai variabel mediasi. ********************************************************************** This research was conducted to determine what factors influence millennial consumers purchase intention in Batam towards coffee shop brands through social media. This research is also beneficial to assist all parties in knowing several factors that need to be considered to attract millennial consumers to render purchases of coffee shop brands since the intention to purchase is the final decision in a transaction. This research was aimed at millennial consumers in Batam who had followed coffee shop accounts on Instagram such as Starbucks and The Coffee Bean & Tea Leaf. A total of 286 questionnaire data were distributed and data testing was carried out with the Partial Least Square 3.0 program. The results of this research showed that all independent variables consisting of perceived usefulness, enjoyment, compatibility, credibility and peer communication had a significant positive impact on intention to purchase through social media with an attitude toward engaging retail brands as a mediating variable.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | Similarity: 23 |
| Uncontrolled Keywords: | perceived usefulness, enjoyment, compatibility, peer communication, credibility, attitude, intention to purchase, social media, coffee shop |
| Subjects: | H Social Sciences > HF Commerce > Business > Marketing. Distribution of products |
| Divisions: | School of Economic and Business > Accounting |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 22 Apr 2020 09:50 |
| Last Modified: | 28 Apr 2020 02:25 |
| URI: | http://repository.uib.ac.id/id/eprint/2041 |
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