Salsabila, Kirana Arista (2023) Strategi Lokasi, Reference Price, dan Social Media Marketing Terhadap Consumer Interest pada Starbucks di Kota Kediri. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Location in a business serves as a place to carry out product sales transactions or product distribution. In addition to location, the price range of a product is considered so important. Reference Price is the price that buyers will think and refer to when they see a particular product. A new marketing strategy that currently needs to be carried out by utilizing technology is in the form of Social Media Marketing. One of the companies engaged in the food and beverage sector in Indonesia, namely PT Sari Coffee Indonesia or Starbucks Coffee Indonesia. Until now, Starbucks has more than 300 branch outlets spread across various cities in Indonesia. One of them is the City of Kediri. This type of research uses a quantitative approach with the aim of knowing the effect of location, reference price, and social media marketing on consumer interest partially and simultaneously at Starbucks in Kediri. The results of this study indicate that location, reference price, and social media marketing affect consumer interest simultaneously. In addition, location and reference price have a partial influence on consumer interest at Starbucks in Kediri. However, social media marketing has no effect on consumer interest partially at Starbucks in Kediri.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Kirana Arista Salsabila | ||||||||
| Date Deposited: | 18 Jan 2023 06:14 | ||||||||
| Last Modified: | 18 Jan 2023 06:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11045 |
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