Febrianto, Donny (2023) Pengaruh Segmentasi Pasar Terhadap Keputusan Pembelian Konsumen Pada Cafe Super Glu! Rungkut. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Super Glu! Is a contemporary cafe with a sense of workspace. This Cafe provides various types of coffee and non coffee drinks. The purpose of the study was to identify the market segmentation applied to cafe Super Glu! and analyze market segmentation towards purchasing decisions on cafe Super Glu!. Sampling technique is non probability sampling, research respondents are consumers who make purchases of beverages at least one purchase with the age of 17 years and over, the number of research respondents as many as 100 people with the formula put forward Lemeshow due to the number of population that is not known for sure. This study uses quantitative descriptive analysis method. The data collection technique used a questionnaire on googleform with a likert scale of 1-5 with a total of 29 questions. After the data collected and then analyzed with descriptive analysis tools and SEM PLS with SmartPLS application. The results showed that the café Super Glu! applying to four Market Segmentation variables, namely geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation. Then the variables of Geographical segmentation, psychographic segmentation, and behavioral segmentation that have a significant positive influence on consumer purchasing decisions in Café Super Glu!.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Donny Donny Febrianto | ||||||||||||
| Date Deposited: | 06 Dec 2023 05:30 | ||||||||||||
| Last Modified: | 06 Dec 2023 05:30 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18914 |
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