Ramadhan, Reksa Daninzia (2024) Pengaruh Strategi Promosi Dan Kualitas Pelayanan Terhadap Minat Beli Pada Dee Coffee House Waru Sidoarjo. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The rapid growth of the coffee industry in East Java, including Surabaya and Sidoarjo, marks a significant global phenomenon. Coffee culture is now a symbol of modern lifestyle. Dee Coffee House in Waru, Sidoarjo, as one of the pioneers of the coffee industry in the region, is the focus of this research. The main objective of the study is to investigate the effect of promotional strategies and service quality on consumer buying interest. With an established customer base and a strong reputation, Dee Coffee House provides insight into how promotional strategies and service quality affect customer buying interest in the competitive coffee industry. This study used a quantitative approach with primary data from 96 respondents selected using non-probability sampling techniques. The data were analyzed by descriptive and inferential statistical techniques. The results showed that promotional strategies and service quality together influenced Dee Coffee House's consumers' buying interest. Promotion strategies have a positive and significant effect on buying interest, while service quality has a negative and insignificant effect. This research provides important insights into how promotional strategies and service quality affect consumer buying interest in the coffee industry. By understanding this relationship, Dee Coffee House can take strategic steps to increase buying interest and maintain a competitive advantage in an increasingly tight market.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Reksa Daninzia Ramadhan | ||||||||
| Date Deposited: | 31 May 2024 10:23 | ||||||||
| Last Modified: | 31 May 2024 10:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23754 |
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