Liswandany, Felicia (2022) Pengaruh Lokasi Dan Word Of Mouth Terhadap Keputusan Pembelian Pada Dolan Kopi Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The current trend of coffee consumption is increasing, resulting in competition in the coffee shop industry being very competitive and needs to be balanced through innovation to improve consumer decisions in buying a product. The purpose of this study is to determine the influence of location and word of mouth on purchasing decisions at Dolan Kopi Surabaya. The method used in this study is a quantitative research method. The population in this study are consumers who have bought at Dolan Kopi Surabaya. The sampling method used non-probability sampling with the technique of taking respondents through accidental sampling. The sample taken amounted to 88 respondents. The data used is primary data in the form of questionnaire data from answers to respondents. Analysis of the data used is Partial Least Square (PLS). Based on the results of the study, it was stated that location and word of mouth contributed to purchasing decisions at Dolan Kopi Surabaya. Keywords: Location; Purchasing Decision; Word of Mouth
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Felicia Liswandany | ||||||||||||
| Date Deposited: | 04 Mar 2024 05:18 | ||||||||||||
| Last Modified: | 04 Mar 2024 05:18 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7669 |
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