ANALISIS KEPUTUSAN PEMBELIAN MELALUI PERSONAL SELLING, GAYA HIDUP, DAN KUALITAS PRODUK DI COFFEE SHOP RHL

NURUL AIDA SIREGAR, NPM 2001100234 (2024) ANALISIS KEPUTUSAN PEMBELIAN MELALUI PERSONAL SELLING, GAYA HIDUP, DAN KUALITAS PRODUK DI COFFEE SHOP RHL. Tugas_Akhir (Artikel) INNOVATIVE : Journal Of Social Science Research, 4 (2). pp. 9223-9233. ISSN 2807-4238 (e-ISSN) / 2807-4246 (p-ISSN)

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Abstract

Selama beberapa tahun terakhir, industri yang terus berkembang di Indonesia adalah usaha kedai kopi. Minum kopi telah menjadi bagian dari gaya hidup yang populer, sehingga membuka kedai kopi menjadi prospek bisnis yang menarik. Penelitian ini bertujuan untuk mengidentifikasi apakah personal selling, gaya hidup, dan kualitas produk memiliki dampak terhadap keputusan pembelian di Coffee RHL Kota Batu. Penelitian ini menerapkan metode survey dengan menggunakan pendekatan kuantitatif. Dari hasil analisis, dapat disimpulkan bahwa personal selling, gaya hidup, dan kualitas produk memiliki dampak positif yang dapat mempengaruhi keputusan konsumen untuk memilih Coffee RHL. Penelitian ini menunjukkan bahwa terdapat korelasi yang signifikan antara personal selling, gaya hidup, dan kualitas produk dengan keputusan pembelian saat memilih Coffee shop RHL sebagai opsi tempat yang dapat dikunjungi. Kata Kunci : Personal Selling, Gaya Hidup, Kualitas Produk, Keputusan Pembelian =================================================================================================== Over the last few years, an industry that has continued to grow in Indonesia is the coffee shop business. Drinking coffee has become part of a popular lifestyle, making opening a coffee shop an attractive business prospect. This research aims to identify whether personal selling, lifestyle and product quality have an impact on purchasing decisions at Coffee RHL Batu City. This research applies a survey method using a quantitative approach. From the analysis results, it can be concluded that personal selling, lifestyle and product quality have a positive impact that can influence consumers' decisions to choose RHL Coffee. This research shows that there is a significant correlation between personal selling, lifestyle and product quality with purchasing decisions when choosing the RHL Coffee shop as a place to visit. Keywords : Personal Selling, Lifestyle, Product Quality, Purchasing Decisions

Item Type:	Article
Uncontrolled Keywords:	Personal Selling, Gaya Hidup, Kualitas Produk, Keputusan Pembelian ======================== Personal Selling, Lifestyle, Product Quality, Purchasing Decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	04 Jun 2024 08:15
Last Modified:	04 Jun 2024 08:15
URI:	http://repository.ulb.ac.id/id/eprint/743

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