PENGARUH SOCIAL MEDIA MARKETING, GREEN PROMOTION DAN ELECTRONIC WORD-OF-MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS DI KOTA SEMARANG

PRATAMA, SARWAHITA IVAN (2023) PENGARUH SOCIAL MEDIA MARKETING, GREEN PROMOTION DAN ELECTRONIC WORD-OF-MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS DI KOTA SEMARANG. Other thesis, Universitas Katholik Soegijapranata Semarang.

[img]
Preview
 Text
18.D1.0167-SARWAHITA IVAN PRATAMA-COVER_a.pdf
Download (571kB) | Preview
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-BAB I_a.pdf
Restricted to Registered users only
Download (294kB)
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-BAB II_a.pdf
Restricted to Registered users only
Download (413kB)
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-BAB III_a.pdf
Restricted to Registered users only
Download (280kB)
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-BAB IV_a.pdf
Restricted to Registered users only
Download (329kB)
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-BAB V_a.pdf
Restricted to Registered users only
Download (198kB)
[img]
Preview
 Text
18.D1.0167-SARWAHITA IVAN PRATAMA-DAPUS_a.pdf
Download (263kB) | Preview
[img] Text
18.D1.0167-SARWAHITA IVAN PRATAMA-LAMP_a.pdf
Restricted to Registered users only
Download (449kB)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing, Green Promotion, dan Electronic Word-of-Mouth (e-WOM) terhadap Keputusan Pembelian yang dilakukan konsumen Starbucks di Kota Semarang. Teknik pengambilan sampel yang digunakan yaitu purposive sampling. Sampel pada penelitian ini berjumlah 100 responden. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan teknik analisis regresi linier berganda. Hasil dari analisis menunjukkan bahwa ketiga variabel yang diuji yaitu Social Media Marketing, Green Promotion dan Electronic Word-of-Mouth (e-WOM) memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: mr AM. Pudja Adjie Sudoso
Date Deposited: 15 Mar 2023 02:38
Last Modified: 05 Nov 2024 05:29
URI: http://repository.unika.ac.id/id/eprint/31011

Actions (login required)

View Item View Item
Unika Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.