PENGARUH LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA ROCKMEN COFFEE

Anggri Noviyandi, - (2023) PENGARUH LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA ROCKMEN COFFEE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui dampak lokasi dan promosi terhadap keputusan pembelian pada Rockmen Coffee Bandung. Mengingat Indonesia merupakan penghasil kopi terbesar ke-3 di dunia pada 2022/2023 yang telah memproduksi kopi sebanyak 11,85 juta kantong. Perkembangan coffee shop di Indonesia sangat pesan karena saat ini minum kopi sudah menjadi gaya hidup dengan adanya 649 coffee shop di Kota Bandung tentunya terjadi persaingan yang ketat oleh sebab itu perlu berbagai cara untukk meningkatkaan pembelian. Objek pada penelitian ini adalah Rockmen Coffee. Penelitian ini menggunakan dua variabel untuk uji dampak, yaitu variabel bebas pada penelitian ini adalah lokasi (X1) dan promosi (X2) dan variabel terikat adalah keputusan pembelian (Y). Penelitian ini dilakukan dengan pendekatan kuantitatif. Hipotesis penelitian ini memiliki hubungan positif antara lokasi dan promosi terhadap keputusan pembelian Pada Rockmen Coffe. Untuk menguji hipotesis penelitian, peneliti melakukan pengumpulan data menggunakan Scale of Perceived Social Support yang telah diterjemahkan. Hasil penelitian menunjukan bahwa lokasi berpengaruh positif terhadap keputusan pembelian, promosi berpengaruh terhadap keputusan pembelian, lokasi dan promosi berpengaruh secara simultan terhadap keputusan pembelian. This research aims to determine the impact of location and promotion on purchasing decisions at Rockmen Coffee Bandung. Considering that Indonesia is the 3rd largest coffee producer in the world in 2022/2023 which has produced 11.85 million bags of coffee. The development of coffee shops in Indonesia is very important because currently drinking coffee has become a lifestyle with the existence of 649 coffee shops in the city of Bandung, of course there is intense competition, therefore various ways are needed to increase purchases. The object of this research is Rockmen Coffee. This research uses two variables to test the impact, namely the independent variables in this research are location (X1) and promotion (X2) and the dependent variable is purchasing decisions (Y). This research was conducted using a quantitative approach. This research hypothesis has a positive relationship between location and promotion on purchasing decisions at Rockmen Coffee. To test the research hypothesis, researchers collected data using the translated Scale of Perceived Social Support. The research results show that location has a positive effect on purchasing decisions, promotion has an effect on purchasing decisions, location and promotion have a simultaneous effect on purchasing decisions.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Ismail Yusuf: 6146933 Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords: Lokasi, Promosi, Keputusan Pembelian Location, Promotion, Purchasing decisions
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User: anggri Noviyandi
Date Deposited: 25 Jun 2024 08:06
Last Modified: 25 Jun 2024 08:06
URI: http://repository.upi.edu/id/eprint/118454

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