Anteseden purchase intention pada coffee shop lokal di Jakarta
Info Katalog
File Repositori
Nomor Panggil : 022001901079
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Subyek : Marketing management;Purchasing
Kata Kunci : corporate social responsibility; price promotion;social media marketing; word of mouth.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901079_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901079_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001901079_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001901079_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001901079_Bab-3-Metode-Penelitian.pdf | -1 |
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| 6. | 2023_TA_SMJ_022001901079_Bab-4-Pembahasan-Hasil-Penelitian.pdf |
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| 7. | 2023_TA_SMJ_022001901079_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901079_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901079_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, corporate social responsibility, price promotionterhadapword of mouth pada coffee shop lokal di Jakarta. Penelitian ini menggunakan konsumen dari tiga coffee shop lokal di Jakarta yaitu Kopi Kenangan, Kopi Janji Jiwa dan Fore Coffee. Indikator setiap variable diukur menggunakan skala likert. Metode pengambilan data yang digunakan adalah purposive sampling melalui kuesioner yang disebar secara online melalui google form. Populasi penelitian ini merupakan konsumencoffee shop yang telah berkunjung sebanyak 3 kali dalam kurun waktu 6 bulan terakhir. Jumlah responden pada penelitian ini adalah sebanyak 180 responden. Metode analisis data menggunakan metode Structural Equation Model (SEM) melalui program pada software SPSS dan AMOS. Hasil penelitian ini menyimpulkan terdapat pengaruh positif antara social media marketing terhadap word of mouth, terdapat pengaruh positif antara corporate social responsibility terhadap word of mouth, dan terdapat pengaruh positif antara price promotion terhadap word of mouth. Dari hasil penelitian ini diharapkan dapat memberi masukan bagi manajer perusahaan agar dapat memperhatikan faktor-faktor penting yang dapat membantu meningkatkan WOM. Saran untuk penelitian selanjutnya agar memperluas objek penelitian dan menambahkan variabel lain yang dapat mempengaruhi WOM.
T This study aims to analyze the effect of Social Media Marketing, Corporate Social Responsibility,Price Promotion on Word of Mouth at local coffee shops in Jakarta. This research uses consumers from three local coffee shops in Jakarta, namely Kopi Kenangan, Kopi Janji Jiwa and Fore Coffee. The indicators for each variable in this study wear measured using a Likert scale. The data collection method used was purposive sampling through questionnaires distributed online via the Google form. The population of this study were coffee shop visitors who had visited 3 times in the last 6 months. The number of respondents in this study were 180 respondents. The data analysis method uses the Structural Equation Model (SEM) method through the SPSS and AMOS software programs. The results of this study concluded that there was a positive influence between social media marketing on word of mouth, there was a positive influence between corporate social responsibility on word of mouth, and there was a positive influence between price promotion on word of mouth. From the results of this research, it is hoped that it can provide input for company managers so that they can pay attention to important factors that can help increase WOM. Suggestions for further research are to expand the research object and add the other variables that can influence WOM.
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