DETAIL KOLEKSI

Pengaruh corporate social responsibility, social media marketing, store environment, sales promotion, dan perceived value terhadap purchase decision pada matahari department store


Oleh : Muhammad Zulfikar

Info Katalog

Nomor Panggil : 2018_TA_MJ_022140010

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2018

Pembimbing 1 : Luki Adiati Pratomo

Subyek : Social media marketing;Marketing management

Kata Kunci : corporate social responsibility social media marketing, store environment, sales promotion


File Repositori
No. Nama File Ukuran (KB) Status
1. 2018_TA_MJ_022140010_Halaman-Judul.pdf 980.69
2. 2018_TA_MJ_022140010_Bab-1.pdf 658.5
3. 2018_TA_MJ_022140010_Bab-2.pdf 708.71
4. 2018_TA_MJ_022140010_Bab-3.pdf 966.03
5. 2018_TA_MJ_022140010_Bab-4.pdf 783.8
6. 2018_TA_MJ_022140010_Bab-5.pdf 550.11
7. 2018_TA_MJ_022140010_Daftar-Pustaka.pdf 813.1
8. 2018_TA_MJ_022140010_Lampiran.pdf 1956.53

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh CorporateSocial Responsibility, Social Media Marketing, Store Environment, Sales Promotion,dan Perceived Value terhadap Purchase Decision. Penelitian ini menggunakansumber data primer yang didapat secara langsung dari sumbernya dengan caramenyebarkan kuisioner dengan menggunakan teknik purposive sampling. Sampelyang digunakan dalam penelitian ini berjumlah 207 responden dengan kriteriakonsumen yang pernah membeli produk di department store dalam kurun waktu 1tahun. Metode penelitian yang digunakan adalah analisis Structural Equation Model(SEM) uji kualitas data menggunakan uji validitas dan reabilitas. Hasil daripenelitian ini adalah (1) Corporate Social Responsibility memiliki pengaruh terhadap Purchase Decision (2) Social Media Marketing memiliki pengaruh terhadap Purchase Decision (3) Store Environment memiliki pengaruh terhadap Purchase Decision (4) Sales Promotion memiliki pengaruh terhadap Purchase Decision (5) Perceived Value memiliki pengaruh terhadap Purchase Decision. Saran yang dapat diajukan untuk peneliti selanjutnya yaitu penelitian ini sebaiknya tidak hanya pada department store tetapi pada usaha lain yang mulai digemari oleh konsumen di Indonesia seperti, online shop, dan penelitian selanjutnya diharapkan menambah variabel seperti Price Knowledge

T The Purpose of this study is to determine the influence of corporate socialresponsibility, social media marketing, store environment, sales promotion, andperceived value on purchase decision. This study used primary data sources obtaineddirectly by distributing questionnaires using purposive sampling techniques. It was207 respondents with the criteria of consumer who have bought department storeproduct in one year. The research method used is SEM analysis of data quality usingvalidity test and reliability test. The finding of this study are: (1) Corporate SocialResponsibility has a effect toward Purchase Decision (2) Social Media Marketinghas a effect toward Purchase Decision (3) Store Environment has a effect towardPurchase Decision (4) Sales Promotion has a effect toward Purchase Decision (5)Perceived Value has a effect toward Purchase Decision. Suggestions to be submitted for further research that this study should not only discuss department store but there is another business popular with consumers such as online shop and further research is expected to add variables such as Price Knowledge.

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