Bkis, Angelita Kusuma (2023) Pengaruh Harga, Store Atmosphere, dan Citra Merek Terhadap Keputusan Pembelian Produk Sehari Sekopi Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The high level of consumption of Indonesian people regarding coffee consumption makes coffee shops spread throughout the region. Various coffee shops make business people need to choose the right way to deal with the competitiveness of their business. Sehari Sekopi is one of the famous coffee shops in Sidoarjo, particularly in the Kavling DPR Sidoarjo area. This research aims to, 1) identify the characteristics and motivations of Sehari Sekopi consumers, and 2) analyze the effect of price, store atmosphere, and brand image on purchasing decisions for Sehari Sekopi products. The number of samples in this study was 100 respondents and used accidental sampling techniques. The analysis methods used are Descriptive Analysis and SEM-PLS. The results of this study are that, 1) The characteristics of respondents are dominated by female consumers, aged 15-22 years, work as students and university students, have an income of <Rp.500,000, and the intensity of visiting <3 times in the past month. Consumers have a motivation or reason to visit a coffee shop because of the good quality of their products, and 2) price, store atmosphere, and brand image variables have a positive and significant effect on purchasing decisions for Sehari Sekopi products.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Angelita Bkis | ||||||||||||
| Date Deposited: | 25 Jul 2023 09:02 | ||||||||||||
| Last Modified: | 07 Aug 2023 08:05 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16429 |
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