Ferni, Ferni (2020) Analisis Faktor-Faktor yang Mempengaruhi Purchase Decision Konsumen pada Convenience Store di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Tujuan dari penelitian ini bermaksud untuk menguji faktor-faktor apa saja yang dapat mempengaruhi purchase decision konsumen pada convenience store di Batam. Pada peneilitian ini akan digunakan beberapa variebel sebagai berikut CSR, social media marketing, store environment, sales promotion, dan purchase value. Di Batam terdiri beberapa convenience store yang dapat kita temukan seperti Alfamart, Indomaret, dan Circle K, sehingga menjadi salah satu topik yang menarik di batam. Purposive sampling adalah metode pengumpulan data yang akan digunakan dalam penelitian ini, dikarenakan adanya kategori yang harus dipenuhi yaitu masyarakat kota Batam yang berbelanja di convenience store. Penelitian ini juga akan menggunakan program SPSS versi 25.0 untuk mengetahui hubungan antara variable independen dengan dependen. Hasil dari penelitian ini menunjukkan bahwa social media marketing dan CSR tidak berpengaruh signifikan positif terhadap purchase decision. Variabel sales promotion, store environment, dan purchase value memiliki hubungan yang signifikan positif terhadap purchase decision. ********************************************************************** The purpose of this study was to examine factors influencing consumer purchase decisions at convenience stores in Batam. In this research, several variables were used such as CSR, social media marketing, store environment, sales promotion, and purchase value. Batam consists of several convenience stores such as Alfamart, Indomaret, and Circle K consequently it becomes one of the interesting topics in Batam. Purposive sampling was data collection method used in this study because there were required categories, namely the people of Batam shopped at convenience stores. This study also used the SPSS version 25.0 program to determine the relationship between independent and dependent variables. The results of this study indicate that social media marketing and CSR have no significant positive effect on purchase decisions. Sales promotion, store environment, and purchase value variables have significant positive relationship to purchase decisions.
Item Type: | Thesis (Undergraduate) |
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Additional Information: | Similarity: 23 |
Uncontrolled Keywords: | CSR, social media marketing, sales promotion, store environment, purchase value, purchase decision |
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: | 27 Apr 2020 08:27 |
Last Modified: | 27 Apr 2020 08:27 |
URI: | http://repository.uib.ac.id/id/eprint/2180 |
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