pengaruh promosi,lokasi dan word of mouth terhadap keputusan pembelian.

Oktavianingsih, Novita (2022) pengaruh promosi,lokasi dan word of mouth terhadap keputusan pembelian. Sarjana (S1) thesis, UNIVERSITAS ISLAM "45" BEKASI.

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Abstract

Novita Oktavianingsih (41183402180194) The Effect of Promotion, Location And Word Of Mouth On Purchase Decisions At The Blok B Coffee Shop. Pages + Tables + Pictures + Attachments Keywords: Promotion, Location, Word Of Mouth And Purchase Decision. The purpose of this study was to determine the effect of promotion, location and word of mouth on purchasing decisions at the Blok B Coffee Shop. The research method used is descriptive quantitative. The sample used in this study was 100 respondents from Block B Kopi consumers who had visited and purchased the product at least three times, in this study using purposive sampling method. Data analysis used multiple linear regression analysis with SPSS version 25.0 program. In this study, the regression coefficient (β1) of the promotion variable is 0.250, (β2) the location variable is 0.261 and (β3) the word of mouth variable is 0.812. The results of this study also show that promotion has a positive and significant effect on purchasing decisions, with the results of t count of 2.197 greater than t table 1.660 with a significance level of 0.030 less than 0.05. Location variable has a positive and significant effect on purchasing decisions, with the results of t-count of 2.643 greater than t-table of 1.660 with a significance level of 0.010 less than 0.05. and the word of mouth variable has a positive and significant effect on purchasing decisions, with the results of t count of 4,604 greater than t table of 1,660 with a significance level of 0.000 less than 0.05. There is a simultaneous significant effect between the independent variables namely Promotion, Location and Word Of Mouth on the dependent variable, namely the purchase decision at the Blok B Coffee shop with a calculated F value of 29.880 > F table value (α = 0.05 df = 3 df2 = 96) = 2.70 and a significance value of 0.000 less than 0.05. The results of the coefficient of determination indicate a relationship between the independent variable and the dependent variable with the interpretation of the coefficient is 0.695 and the value of R square is 0.483. References : 27 (2008 – 2020)

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