Wicaksana, Fajar Arfian (2025) PENGARUH PENGGUNAAN MEDIA SOSIAL, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP INSIGHT COFFEE SEMARANG. Skripsi thesis, Universitas BPD.
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Abstract
The advancement of digital technology has transformed consumer behavior, including purchasing decisions in small businesses such as coffee shops. Insight Coffee Semarang is one such coffee shop experiencing a decline in sales, which is suspected to be related to marketing variables such as social media usage, pricing, and service quality. This study aims to determine the influence of these three variables on consumer purchasing decisions. The research adopts a quantitative approach using a survey method. Data collection was conducted through questionnaires distributed to 100 respondents and analyzed using multiple linear regression with SPSS 25. Validity and reliability tests indicated that all instruments used were valid and reliable. Classical assumption tests showed that the data were normally distributed, free from multicollinearity, and did not exhibit heteroscedasticity. Regression results revealed that social media usage, pricing, and service quality significantly influenced purchasing decisions both partially and simultaneously. The most dominant variable was social media usage, with a regression coefficient of 0.703. The coefficient of determination Ajusted R Sruare was 0.354, indicating that the three variables explained 35.4% of the variation in purchasing decisions. The findings recommend that Insight Coffee maximize the use of social media as a primary promotional strategy, accompanied by competitive pricing and improved service quality to enhance customer loyalty and purchasing behavior.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | The advancement of digital technology has transformed consumer behavior, including purchasing decisions in small businesses such as coffee shops. Insight Coffee Semarang is one such coffee shop experiencing a decline in sales, which is suspected to be related to marketing variables such as social media usage, pricing, and service quality. This study aims to determine the influence of these three variables on consumer purchasing decisions. The research adopts a quantitative approach using a survey method. Data collection was conducted through questionnaires distributed to 100 respondents and analyzed using multiple linear regression with SPSS 25. Validity and reliability tests indicated that all instruments used were valid and reliable. Classical assumption tests showed that the data were normally distributed, free from multicollinearity, and did not exhibit heteroscedasticity. Regression results revealed that social media usage, pricing, and service quality significantly influenced purchasing decisions both partially and simultaneously. The most dominant variable was social media usage, with a regression coefficient of 0.703. The coefficient of determination Ajusted R Sruare was 0.354, indicating that the three variables explained 35.4% of the variation in purchasing decisions. The findings recommend that Insight Coffee maximize the use of social media as a primary promotional strategy, accompanied by competitive pricing and improved service quality to enhance customer loyalty and purchasing behavior. |
| Uncontrolled Keywords: | Media sosial, Harga, Kualitas Pelayanan |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 17 Oct 2025 07:06 |
| Last Modified: | 17 Oct 2025 07:06 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2856 |
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