Muruah, Iftitan (2023) Pengaruh Harga dan Promosi Terhadap Minat Beli Minuman Kopi Secara Online Melalui Go-Food dengan Kepercayaan Sebagai Variabel Mediasi (Studi Kasus Konsumen Kopi di Beli Kopi Episode 24). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increase in production, consumption, and culture of drinking coffee inherent in Indonesia has caused to the rapid growth of coffee shops. Entrepreneurs are required to innovate in order to attract consumers' buying interest. The rapid development of internet users and e-commerce users in Indonesia has reached 88.1%. Innovation that can be done is to make online sales through online food delivery. Price, promotion, and trust are factors that have the potential to influence the purchase intention to buy coffee through online food delivery. This study aims to analyze the effect of price promotion, and trust on the pruchase intention in buying coffee drinks at Beli Kopi through online food delivery services with trust as a mediation variable. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). Primary data were collected through questionnaires and interviews with a sample of 155 respondents taken using incidental sampling technique. The results showed that price has a positive and significant effect on trust (p<0.001) and purchase intention (p<0.001). Promotion has a positive and significant effect on trust (p<0.001) and purchase intention (p=0.001). Trust has a positive and significant effect on purchase intention. (p<0.001). Price through trust has a positive and significant effect on purchase intention (p=0.020). Promotion through trust has a positive and significant effect on purchase intention (p=0.026) Keywords: Price, Trust, Purchase Intention, Online food delivery, Promotion.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Iftitan Mur uah | ||||||||||||
| Date Deposited: | 20 Jul 2023 05:37 | ||||||||||||
| Last Modified: | 20 Jul 2023 05:37 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15544 |
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