Nadira Khairun Nisa, - (2024) PENGARUH INSTAGRAM MARKETING DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DI COFFEE TOFFEE SILIWANGI. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Prospek membuka cafe menjadi salah satu bisnis yang dianggap menjanjikan karena kebutuhan konsumen yang semakin kompleks dan terus berkembang. Akibatnya, pelaku usaha industri kuliner perlu menyusun strategi pemasaran untuk bersaing yaitu berupa promosi dengan instagram marketing serta mempertahankan kualitas produk yang dijual. Penelitian ini bertujuan untuk mendeskripsikan pengaruh instagram marketing dan product quality terhadap purchase decision di Coffee Toffee Siliwangi. Metode penelitian ini menggunakan kuantitatif pendekatan deskriptif dan verifikatif. Sebanyak 100 responden yang mengetahui dan mengikuti Instagram @coffeetoffeebdgrt dan melakukan transaksi pembelian di Coffee Toffee Siliwangi dengan pengambilan sampel ditentukan menggunakan teknik purposive sampling. Teknik analisis data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, analisis linear berganda, uji koefisien determinasi, uji T (parsial), dan uji F (simultan). Hasil penelitian menunjukkan bahwa instagram marketing dan product quality berpengaruh secara parsial dan signifikan terhadap purchase decision, sedangkan hasil simultan menunjukkan instagram marketing dan product quality berpengaruh secara signifikan di Coffee Toffee Siliwangi. The prospect of opening a cafe is considered a promising business opportunity due to the increasingly complex and evolving needs of consumers. As a result, culinary industry businesses need to develop marketing strategies to compete. One such strategy could be the use of Instagram marketing and maintaining the quality of products sold. This study aims to describe the effect of instagram marketing and product quality on purchase decisions at Coffee Toffee Siliwangi. This research method uses quantitative descriptive and verification approaches. A total of 100 respondents who are familiar with and follow Instagram @coffeetoffeebdgrt and have made purchases at Coffee Toffee Siliwangi were selected for this study. The data analysis technique uses validity and reliability tests, classical assumption tests, multiple linear analysis, coefficient of determination tests, T tests (partial), and F tests (simultaneous). The results indicated that Instagram marketing and product quality had a partial and significant effect on purchase decisions. Additionally, the simultaneous results demonstrated that Instagram marketing and product quality had a significant effect on Coffee Toffee Siliwangi.
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S_MIK_2009783_Chapter1.pdf Download (963kB) |
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S_MIK_2009783_Chapter2.pdf Restricted to Staf Perpustakaan Download (484kB) |
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S_MIK_2009783_Chapter3.pdf Download (473kB) |
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S_MIK_2009783_Appendix.pdf Restricted to Staf Perpustakaan Download (6MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing Rini Andari : 6000526 Ilmiati Tsaniah : 6806935 |
| Uncontrolled Keywords: | Pemasaran Instagram, Kualitas Produk, Keputusan Pembelian Instagram marketing, Product quality, Purchase decision |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Nadira Khairun Nisa |
| Date Deposited: | 13 Nov 2024 03:34 |
| Last Modified: | 13 Nov 2024 03:34 |
| URI: | http://repository.upi.edu/id/eprint/128521 |
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