Pengaruh Varian Produk, Konten Marketing, Personal Selling Terhadap Minat Beli Konsumen Gerai Kopi Keliling (Studi Kasus Gerai Kopi Pendekar di Kota Madiun).

Afianti, Amelia (2025) Pengaruh Varian Produk, Konten Marketing, Personal Selling Terhadap Minat Beli Konsumen Gerai Kopi Keliling (Studi Kasus Gerai Kopi Pendekar di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to determine the effect of Product Variation, Marketing Content, and Personal Selling towards Consumer Purchase Intention at Pendekar Coffee Shops in Madiun City. This study used a quantitative approach with a survey method through the distribution of questionnaires to 384 respondents. The data analysis technique used was multiple linear regression to determine the partial and simultaneous influence of each variable towards Purchase Intention. The results show that Product Variation, Marketing Content, and Personal Selling has a positive and significant effect towards Purchase Intention. Among the three, Product Variation was the most dominant variable. These findings support the Theory of Planned Behavior (TPB), which states that a person's intention to perform an action, such as purchasing, is influenced by factors such as attitudes, subjective norms, and perceived behavioral control. This research also provides practical contributions for MSMEs, particularly mobile coffee shops, to optimize digital marketing strategies and personal approaches to increase consumer purchase intention.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Product Variants; Marketing Content; Personal Selling; Purchase Interest.
Subjects:	A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AFIANTI PUTRI AMELIA
Date Deposited:	20 Oct 2025 05:05
Last Modified:	20 Oct 2025 05:05
URI:	http://eprint.unipma.ac.id/id/eprint/5588

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