THE INFLUENCE OF DIGITAL MARKETING, PRICE, CONSUMER PERCEPTION, STORE ATMOSPHERE AND WORD OF MOUTH ON PURCHASING DECISIONS AT CAFE HALONA COFFEE RANTAUPRAPAT

APRILLA FATMAWATY, NPM 2001100019 (2024) THE INFLUENCE OF DIGITAL MARKETING, PRICE, CONSUMER PERCEPTION, STORE ATMOSPHERE AND WORD OF MOUTH ON PURCHASING DECISIONS AT CAFE HALONA COFFEE RANTAUPRAPAT. Tugas_Akhir (Artikel) Management Studies and Entrepreneurship Journal, 5 (2). pp. 3661-3673.

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Abstract

This study aims to analyze the effect of digital marketing, price, consumer perception, store atmosphere and word of mouth on purchasing decisions. This type of research is quantitative, the place of this research is Cafe Halona Coffee Rantauprapat. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. The population in this study were consumers of Cafe Halona Coffee Rantauprapat. In this study, because the population in this study is unknown, the Lemeshow formula is used to determine the number of samples. So, the total number of respondents in this study were 96 consumers. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. In this study using multiple linear regression analysis tested with partial (t), simultaneous (F) and coefficient of determination tests. The results showed that digital marketing, price, consumer perception, store atmosphere and word of mouth simultaneously had a positive and significant effect on purchasing decisions at Cafe Halona Coffee Rantauprapat. Keywords : Digital Marketing, Price, Consumer Perception, Store Atmosphere, Word Of Mouth, Purchase Decision ============================================================================================== Penelitian ini berujuan untuk menganalisis analisis pengaruh digital marketing, harga, persepsi konsumen, store atmosphere dan word of mouth terhadap keputusan pembelian. Jenis penelitian ini bersifat kuantitatif, yang menjadi tempat penelitian ini adalah Cafe Halona Coffee Rantauprapat. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Populasi dalam penelitian ini adalah konsumen Cafe Halona Coffee Rantauprapat. Dalam penelitian ini, Karena populasi dalam penelitian ini tidak diketahui jumlahnya, maka digunakan rumus Lemeshow untuk mengetahui jumlah sampel. Jadi, jumlah keseluruhan responden dalam penelitian ini adalah 96 konsumen. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Pada penelitian ini menggunakan analisis regresi linier berganda diuji dengan uji parsial (t), simultan (F) dan koefisien determinasi. Hasil penelitian menunjukkan bahwa digital marketing, harga, persepsi konsumen, store atmosphere dan word of mouth secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada Cafe Halona Coffee Rantauprapat Kata Kunci : Digital Marketing, Harga, Persepsi Konsumen, Store Atmosphere, Word Of Mouth, Keputusan Pembelian

Item Type:	Article
Uncontrolled Keywords:	Digital Marketing, Price, Consumer Perception, Store Atmosphere, Word Of Mouth, Purchase Decision ================================= Digital Marketing, Harga, Persepsi Konsumen, Store Atmosphere, Word Of Mouth, Keputusan Pembelian
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:	07 Jun 2024 08:55
Last Modified:	07 Jun 2024 08:55
URI:	http://repository.ulb.ac.id/id/eprint/788

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