Nabilah Khairiyah, N.K (2024) PENGARUH EVENT MARKETING TERHADAP PURCHASE DECISION MELALUI BRAND IMAGE : Survei pada Followers Instagram Ssst coffe Buah Batu. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_MBS_2007753_Title.pdf Download (1MB) |
|
Text
S_MBS_2007753_Chapter1.pdf Download (533kB) |
|
Text
S_MBS_2007753_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
S_MBS_2007753_Chapter3.pdf Download (1MB) |
|
Text
S_MBS_2007753_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB) |
|
Text
S_MBS_2007753_Chapter5.pdf Download (221kB) |
|
Text
S_MBS_2007753_Appendix .pdf Restricted to Staf Perpustakaan Download (2MB) |
Abstract
ABSTRAK Nabilah Khairiyah (2007753) “PENGARUH EVENT MARKETING TERHADAP PURCHASEDECISION MELALUI BRAND IMAGE (Survei Pada Followers Instagram Ssst Coffe Buah Batu” di bawah bimbingan Prof.Dr.H.Agus Rahayu, MP dan Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M. Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh Event Marketing terhadap Purchase Decision melalui Brand Image (Survei Pada Followers Instagram Ssst Coffe Buah Batu). Latar belakang penelitian ini karena Purchase Decision masih menjadi topik penting dalam penelitian pada beberapa dekade terakhir termasuk bagi perusahaan. Salah satu bidang bisnis yang akhir-akhir ini mengalami persaingan yang ketat merupakan Coffe Shop, Hal ini menjadi motivasi dan tantangan sekaligus persaingan dan ancaman bagi para pelaku Coffe Shop yang sedang menjalankan bisnis kedai kopi dan yang akan membangun bisnis dibidang tersebut karena Volume produksi kopi nasional juga konsisten meningkat tiap tahun sejak 2020, Hal ini menunjukan bahwa kopi di indonesia sangat berlimpah untuk membangun bisnis Coffe Shop, tidak heran pertumbuhan Coffe Shop semakin meningkat pada saat ini, selain itu jawa barat merupakan provinsi dengan jumlah Restaurant dan Coffe Shop terbanyak di indonesia sehingga menjadi peluang dan tantangan bagi industri food and beverage khususnya untuk terus meningkatkan strategi pemasaran nya agar tetap bertahan diantara banyaknya pesaing dan Kota Bandung tetap menduduki peringkat 4 dan relatif berkurang dengan jumlah Coffe shop yang berkurang dari tahun 2021 ke 2022, dan hanya Kota Bandung yang mengalami penurunan jumlah Coffe shop. Hal ini menunjukan bahwa terdapat Penurunan Purchase Decision sehingga Jumlah Coffe Shop di kota Bandung yang menurun. Jenis penelitian yang digunakan merupakan deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 1.100 dengan sampel 200 responden yang merupakan followers Instagram Ssst Coffe dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Data diolah secara statistik dengan menggunakan Teknik Structural Equation Modeling (SEM) dengan bantuan software SPSS for Windows dan IBM SPSS AMOS for windows. Hasil penelitian pengaruh Event Marketing terhadap Purchase Decision melalui Brand Image dinyatakan memiliki pengaruh yang signifikan sehingga temuan ini menunjukkan bahwa penerapan Event Marketing dapat membangun Brand Image dan menciptakan Purchase Decision. Kata kunci : Event Marketing,Purchase Decision,Brand Image,Coffeshop ABSTRACT Nabilah Khairiyah (2007753) " The Influence of Event Marketing on Purchase Decision through Brand Image (Survey on Instagram Followers of Ssst Coffee Buah Batu” under the guidance of Prof. Dr. H. Agus Rahayu, M.P. and Dr. Puspo Dewi Dirgantari, S.Pd., M.T., M.M. This study aims to obtain an overview and the magnitude of the influence of Event Marketing on Purchase Decision through Brand Image (Survey on Instagram Followers Ssst Coffee Buah Batu). The background of this study is because Purchase Decision is still an important topic in research in recent decades, including for companies. One of the business fields that has recently experienced intense competition is Coffee Shop, This is a motivation and challenge as well as competition and threat for Coffee Shop actors who are running a coffee shop business and who will build a business in this field because the volume of national coffee production has also consistently increased every year since 2020, This shows that coffee in Indonesia is very abundant to build a Coffee Shop business, it is no wonder that the growth of Coffee Shop is increasing at this time, besides that West Java is a province with the largest number of Restaurant and Coffee Shops in Indonesia so that it becomes an opportunity and challenge for the food and beverage industry, especially to continue to improve its marketing strategy in order to survive among the many competitors and the city of Bandung remains in 4th place and is relatively reduced with the number of Coffee shop decreasing from 2021 to 2022, and only the city of Bandung experienced a decrease in the number of Coffee shop. This shows that there is a decrease in Purchase Decision so that the number of Coffee Shop in the city of Bandung has decreased. The type of research used is descriptive and verification with a quantitative approach. The population in this study was 1,100 with a sample of 200 respondents who were followers of Ssst Coffee Instagram using a sampling technique, namely purposive sampling. The data was processed statistically using the Structural Equation Modeling (SEM) Technique with the help of SPSS for Windows and IBM SPSS AMOS for Windows software. The results of the study on the influence of Event Marketing on Purchase Decision through Brand Image were stated to have a significant influence so that this finding shows that the application of Event Marketing can build Brand Image and create Purchase Decision. Keywords: Event Marketing, Purchase Decision,Brand Image, Coffeshop
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Nabilah+Khairiyah# ID SINTA DOSEN PEMBIMBING: Agus Rahayu : 5985049 Puspo Dewi Dirgantari : 5980376 |
| Uncontrolled Keywords: | Event Marketing, Brand Image, Purchase Decision |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Nabilah Khairiyah |
| Date Deposited: | 11 Sep 2024 02:54 |
| Last Modified: | 11 Sep 2024 02:54 |
| URI: | http://repository.upi.edu/id/eprint/122884 |
Actions (login required)
 |
View Item |