Zenal Arifin, - (2022) PENGARUH MULTICHANNEL MARKETING BERBASIS INTERNET TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI NIMNA BOOK CAFE KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dibuat dengan tujuan untuk meneliti bagaimana penerapan multichannel marketing berbasis internet di Nimna Book Café, untuk mengetahui tanggapan responden tentang Multichannel marketing berbasis internet di Nimna Book Café, untuk mengetahui tanggapan reponden tentang keputusan pembelian melalui stragei multichannel marketing berbasis internet Nimna Book café dan untuk mengetahui seberapa besar pengaruh Multichannel marketing berbasis internet terhadap keputusan pembelian. Metode penelitian yang digunakan adalah metode kuantitatif. Teknik pengambilan sampel yang digunakan adalah teknik probability sampling. Sampel dalam penelitian ini sebanyak 100 orang responden yang pernah berkunjung/melakukan pembelian di Nimna Book Café. Teknik pengumpulan data yang digunakan adalah angket kuesioner. Metode analisis yang digunakan adalah analisis regresi linear sederhana. Hasil dari penelitian ini menunjukan multichannel marketing berbasis internet dapat diidentifikasi dengan melihat kuantitas media yang digunakan serta memuat informasi tentang Nimna Book Cafe pada media berbasis internet. strategi multichannel marketing berbasis internet di Nimna Book Café berdampak baik dalam mempengaruhi keputusan pembelian di Nimna Book Cafe. Multichannel marketing berbasis internet memiliki arah serta pengaruh positif dalam mempengaruhi keputusan pembelian dan setiap keputusan pembelian tersebut menunjukan hasil yang positif. This study was made with the aim of examining how to apply internet-based multichannel marketing at Nimna Book Café, to respond to respondents about internet-based Multichannel marketing at Nimna Book Café, to find out responses about purchasing decisions through Nimna Book Café's internet-based multichannel marketing strategy and to find out how much large influence of internet-based Multichannel marketing on purchasing decisions. The research method used is a quantitative method. The sampling technique used is probability sampling technique. The sample in this study were 100 respondents who had visited/made a purchase at Nimna Book Café. The data collection technique used is a questionnaire questionnaire. The analytical method used is simple linear regression analysis. The results of this study show that internet-based multi-channel marketing can be identified by looking at the quantity of media used and containing information about Nimna Book Cafe on internet-based media. Internet-based multichannel marketing strategy at Nimna Book Café has a good impact on influencing purchasing decisions at Nimna Book Cafe. Internet-based multi-channel marketing has a positive direction and influence in influencing purchasing decisions and each purchase decision shows positive results.
| Item Type: | Thesis (S1) |
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| Additional Information: | ID SINTA Dosen Pembimbing: Caria Ningsih: 6039392 Dias Pratami Putri: 6745906 |
| Uncontrolled Keywords: | Pemasaran multi-saluran, Pemasaran internet, Keputusan pembelian Multichannel marketing, Internet Marketing, Purchase desicion |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Zenal Arifin |
| Date Deposited: | 09 Oct 2023 00:12 |
| Last Modified: | 09 Oct 2023 00:12 |
| URI: | http://repository.upi.edu/id/eprint/109522 |
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