Rahmadani, Fanny Cezarelia (2022) Pengaruh Decoy Effect Terhadap Keputusan Pembelian Konsumen Di Starbucks Tunjungan Plaza 6 Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
One of the main things seen by consumers in buying an item or product is price. From the consumer's point of view, they think that all the choices they make when shopping are right under their control. Therefore, the author will try to discuss a marketing psychology trick that is included in the consumer trick where the trick is often used to manipulate these choices called the Decoy Effect. This study aims to determine the characteristics of consumers and analyze the factors that influence the decoy effect of purchase decisions at Starbucks Tunjungan Plaza 6 Surabaya. This study uses a purposive sampling technique. Data analysis techniques using multiple linear regression. The results of this study indicate that the bait effect (X1), consumer characteristics (X2), price (X3), and product quality (X4) have a positive effect on Starbucks Tunjungan Plaza 6 Surabaya consumer purchasing decisions, this is evidenced by the t table value and the significance value is less than 0.05. While Brand (X5) has no significant effect and has a negative relationship in determining purchasing decisions for Starbucks Tunjungan Plaza 6 Surabaya beverage products. This is evidenced by the t-table value and the significance value of the variable is greater than 0.05 keyword : Decoy Effect, Purchasing Decision, Consumer
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | FANNY CEZARELIA RAHMADANI | ||||||||||||
| Date Deposited: | 25 May 2022 04:47 | ||||||||||||
| Last Modified: | 25 May 2022 04:47 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6214 |
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