SKRIPSI MBS

PENGARUH VIRAL MARKETING, PRICE PERCEPTION, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN ICE CREAM MIXUE

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ABSTRACT Today is business competition is increasingly competitive, various efforts have been made by business actors starting from the selection of product strategies, pricing strategies, distribution channel strategies to promotion strategies by following the current trends. The application of viral marketing, price perception, and store atmosphere is expected to be the right strategy so that it can improve purchasing decisions. This study aims to test whether viral marketing, price perception, and store atmosphere have an influence on the decision to purchase Ice Cream Mixue. This type of research uses quantitative research methods. The population used in this research is Ice Cream Mixue consumers in the Soloraya Region. The sampling technique uses non-probability sampling and purposive sampling techniques. The number of samples is 100 respondents using the Lemeshow formula. The data used is primary data derived from the answers to the questionnaire. Primary data processing using SPSS analysis 19. The results of the study show that Viral Marketing has no effect on the purchasing decision variable. Furthermore, Price perception has a positive and significant effect on purchasing decision variables. In addition, Store atmosphere has a significant effect on purchasing decision variables. Keywords: Purchase Decision, Viral Marketing, Price Perception, and Store Atmosphere

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 RIN p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 124 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rindi Vonitasari

Versi lain/terkait

Lampiran Berkas

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