(Laporan Penelitian) Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen di Era Digital

Setianingsih, Wahyu Eko (2022) (Laporan Penelitian) Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen di Era Digital. Project Report. Universitas Muhammadiyah Jember, Jember.

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Business growth in the coffee shop sector is growing. This is growing along with the increasingly sophisticated information technology in the digital field. The number of business people in this field makes the competition even tougher. Coffee shop owners are competing to attract consumers to visit and make purchases at their place. Consumers find it easier to find information before making a purchase decision. They do a search through social media and google. Consumers are generally the younger generation who are very familiar with Google. They believe more in e-wom delivered on google maps for business. Pondok Angkringan coffee shop, which targets the middle to lower segment, offers them very affordable prices and presents a comfortable and beautiful shop atmosphere. This study aims to determine the effect of price, e-wom, and store atmosphere on consumer purchasing decisions. The results of this study are expected to provide input for coffee shops. The results of this study indicate that price and e-wom affect purchasing decisions, while store atmosphere has no effect on purchasing decisions.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: coffee shop, price, e-wom, store atmosphere, purchase decision
Subjects: 600 Technology and Applied Science > 650 Business
Divisions: Faculty of Economics > Department of Management (S1)
Depositing User: Wahyu Eko Setianingsih
Date Deposited: 26 Jan 2022 01:22
Last Modified: 14 Feb 2022 03:15
URI: http://repository.unmuhjember.ac.id/id/eprint/12570

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