PENGARUH KOMUNIKASI PEMASARAN DAN BUKTI FISIK TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARSU 2 MALANG
| Main Author: | Kasiani, Achmad |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/39166/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/39166/2/BAB%20I.pdf http://eprints.umm.ac.id/39166/3/BAB%20II.pdf http://eprints.umm.ac.id/39166/4/BAB%20III.pdf http://eprints.umm.ac.id/39166/5/BAB%20IV.pdf http://eprints.umm.ac.id/39166/6/BAB%20V.pdf http://eprints.umm.ac.id/39166/7/LAMPIRAN.pdf http://eprints.umm.ac.id/39166/ |
Daftar Isi:
- This study aims to determine the effects of marketing communications and physical evidence to purchase decision at cafe Warsu 2 Malang. The population of this study was the first consumer making a purchase. The samples of this study were the respondents aged 18 to 45 years old, both male and female, who first made a purchase at Café Warsu 2. The sampling technique used in this study was incidental sampling with a sample of 100 respondents. The data analysis technique used was Multiple Linear Regression. The results of the study were: (1) marketing communications and physical evidence had simultaneous effects on purchase decisions with 8,924 of Ftable value. (2) marketing communication had a significant effect on purchase decisions with a Tcount of 2.735 and a significant value of 0.007; (3) Physical evidence significantly influenced purchase decisions with Tcount of 2,240 and significance of 0.027. (4) Marketing communication became the most influential variable on purchase decision in cafe Warsu 2 Malang with beta value equal to 0,268.