PENGARUH SOCIAL MEDIA ADVERTISING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE PADA KEDAI KOPI KENANGAN DI KOTA MADIUN

YASA, RETANIA (2024) PENGARUH SOCIAL MEDIA ADVERTISING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE PADA KEDAI KOPI KENANGAN DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aimed to empirically prove the Influence of Social Media Advertising and Lifestyle towards Purchasing Decisions through Brand Image at Kedai Kopi Kenangan in Madiun City. This study was a quantitative with a sample of 384 people. The sampling method used a lemeshow sample. Data collection used a questionnaire distributed through google form. The data analysis technique used a test tool in the form of Structural Equation Modeling (SEM) with smartPLS Version 3.0. The results of this study indicate: (1) Social Media Advertising influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City, (2) Lifestyle influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City, (3) Social Media Advertising influences the Brand Image of Kedai Kopi Kenangan in Madiun City. (4) Lifestyle does not influence the Brand Image of Kedai Kopi Kenangan in Madiun City. (5) Brand Image influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City. (6) Social Media Advertising influences Purchasing Decisions through the Brand Image of Kedai Kopi Kenangan in Madiun City, (7) Lifestyle influences Purchasing Decisions through Brand Image of Kedai Kopi Kenangan Kota Madiun.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: This study aimed to empirically prove the Influence of Social Media Advertising and Lifestyle towards Purchasing Decisions through Brand Image at Kedai Kopi Kenangan in Madiun City. This study was a quantitative with a sample of 384 people. The sampling method used a lemeshow sample. Data collection used a questionnaire distributed through google form. The data analysis technique used a test tool in the form of Structural Equation Modeling (SEM) with smartPLS Version 3.0. The results of this study indicate: (1) Social Media Advertising influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City, (2) Lifestyle influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City, (3) Social Media Advertising influences the Brand Image of Kedai Kopi Kenangan in Madiun City. (4) Lifestyle does not influence the Brand Image of Kedai Kopi Kenangan in Madiun City. (5) Brand Image influences Purchasing Decisions at Kedai Kopi Kenangan in Madiun City. (6) Social Media Advertising influences Purchasing Decisions through the Brand Image of Kedai Kopi Kenangan in Madiun City, (7) Lifestyle influences Purchasing Decisions through Brand Image of Kedai Kopi Kenangan Kota Madiun.
Subjects: A Social Sciences > H Social Sciences (General)
A Social Sciences > HC Economic History and Conditions
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis
Depositing User: RETANIA YASA RETANIA
Date Deposited: 10 Oct 2024 06:48
Last Modified: 10 Oct 2024 06:48
URI: http://eprint.unipma.ac.id/id/eprint/2368

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