Sari, Adinda Eka Novita (2023) Pengaruh Cita Rasa,Promosi Melalui Media Sosial,Store Atmosphere,dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Kopi di Scope Coffe Tuban. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This reseacrh its a quantitative research that aims to analyzed the effect of exogen latent variables taste (X1), promotion through social media (X2), store atmosphere (X3), and service quality (X4), with endogen variable namely purchase decision (Y1) and price (Z1) as an intervening variable. Place of this research was conducted at coffee shop Scope Coffe in Tuban with a sampling technique used a purposive sampling and the total respondents is 97. Research analysis techniques analyzed by Structural Equation Model Partial Least Square (SEM- PLS) with programs Smart PLS app 4.0 version. The data processing results of this research is the direct effect between variables and indirect effect between variables, with the accepted data results of direct effect is variables taste, and service quality to price variable where the p- values results is < 0.05 and t-statistic > 1.96, and the data results of indirect effect accepted is price variable fully mediate variable service quality to purchase decision variable where the p- values results is < 0.05 and t-statistic > 1.96.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Adinda Eka Novita Sari | ||||||||||||
| Date Deposited: | 15 May 2023 02:42 | ||||||||||||
| Last Modified: | 15 May 2023 02:42 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13225 |
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