Pengaruh Decoy Effect terhadap Harga dan Lokasi pada Keputusan Pembelian Konsumen Kopi Starbucks Kota Surabaya (Studi Kasus Konsumen Kopi di Starbucks Merr)

Nurkhalishah, Tiara Dita (2024) Pengaruh Decoy Effect terhadap Harga dan Lokasi pada Keputusan Pembelian Konsumen Kopi Starbucks Kota Surabaya (Studi Kasus Konsumen Kopi di Starbucks Merr). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Increasing development of many coffee shops in the East Surabaya area, Precisely on Jalan Merr or Jalan Ir. H. Soekarno, has led to fierce competition and created competitive and dynamic market conditions. This study aims to analyze the effect of Price (X1) and Location (X2) on Purchasing Decisions (Y) moderated by DecoyEffect (Z) on Starbucks Merr coffee consumers in Surabaya City. The research method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), especially with the WarpPLS 7.0 program. Primary data was collected through a questionnaire with a sample of 100 respondents which is taken by non-probability sampling technique, namely accidental sampling. The results showed that 1) Price has a positive and significant effect on consumer purchasing decisions for coffee at Starbucks Mer with a path coefficient value of 30.4%, 2) Location has a positive and significant effect on coffee consumer purchasing decisions at Starbucks Mer with a path coefficient value of 56%, 3) Decoy effect as a moderator has a negative and significant effect on the relationship between price and coffee consumer purchasing decisions with a path coefficient value of -18.5%, and 4) Decoy effect as a moderator has a negative and not significant effect on the relationship between location and coffee consumerpurchasing decisions with a path coefficient value of -7.1%.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Winarno, Sri Tjondro	NIDN0011025908	sritjondro_w@upnjatim.ac.id
Thesis advisor	Rizkiyah, Noor	NIDN1120077401	noor.rizkiyah.agribis@upnjatim.ac.id

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Tiara Dita Nurkhalishah

Date Deposited:

21 Aug 2024 04:40

Last Modified:

21 Aug 2024 04:40

URI:

https://repository.upnjatim.ac.id/id/eprint/28525