Bagaskoro, Angga Dwi (2025) Analisis Keputusan Konsumen terhadap Pembelian Produk Pedagang Kopi Starling (Starbike Keliling) di Kabupaten Bekasi. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
Starling traders, an abbreviation of "Starbike Keliling", are micro-entrepreneurs who sell instant drinks such as coffee or non-coffee, tea, milk, and other powdered drinks using bicycles or motorized vehicles as a means of selling. This study aims to determine and analyze the partial influence of cultural, social, personal, and psychological factors on purchasing decisions at Starling coffee traders in Bekasi Regency, as well as to analyze the simultaneous influence between cultural, social, personal, and psychological factors on purchasing decisions at Starling coffee traders in Bekasi Regency. This study used a survey method, 100 respondents filled out questionnaires and interviews and Multiple Linear Regression Analysis as an analysis tool run with SPSS 27.0 software. The results of the study showed a determination coefficient value (R Square) of 0.616, which means that 61.6% of the variation in purchasing decisions is influenced by the four variables. Partially, personal and psychological variables have a significant effect, while cultural and social variables do not have a significant effect. Simultaneously cultural, social, personal and psychological variables have a significant effect on purchasing decisions for starling coffee trader products. Keywords: Starling traders, consumer behavior, purchase decisions
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | |||||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Kata Kunci: pedagang starling, perilaku konsumen, keputusan pembelian | |||||||||
| Subjects: | Manajemen Pemasaran Pelayanan Sosiologi Pertanian |
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| Faculty: | Fakultas Pertanian > Agribisnis S1 | |||||||||
| Depositing User: | Mr. Agga Dwi Bagaskoro | |||||||||
| Date Deposited: | 03 Sep 2025 08:58 | |||||||||
| Last Modified: | 03 Sep 2025 08:58 | |||||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/8450 |
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