Pengaruh Program Diskon, Suasana Toko, Dan Periklanan Terhadap Loyalitas Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Kafe Titik Kumpul Reborn Situbondo.

Dhimas, Adhitya and Karnadi, Karnadi and muhammad iqbal anshory, iqbal (2024) Pengaruh Program Diskon, Suasana Toko, Dan Periklanan Terhadap Loyalitas Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Kafe Titik Kumpul Reborn Situbondo. Diploma thesis, Universitas Abdurachman Saleh Situbondo.

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Official URL: https://doi.org/10.36841/jme.v3i9.5198

Abstract

INDONESIA (Tujuan penelitian ini adalah untuk mengetahui Peran Keputusan Pembelian dalam Memediasi Program diskon, Suasana toko, dan Periklanan terhadap Loyalitas konsumen di Kafe Titik Kumpul Reborn Situbondo. Populasi dalam penelitian ini adalah konsumen yang melakukan transaksi pembelian di Kafe Titik Kumpul Reborn. Teknik sampling yang digunakan dalam penelitian ini metode probability sampling menggunakan Teknik random sampling. Analisis data dan pengujian hipotesis dalam penelitian ini menggunakan Model Persamaan Struktural – Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa Program diskon berpengaruh signifikan positif terhadap Keputusan pembelian, Suasana toko berpengaruh signifikan positif terhadap Keputusan pembelian, Periklanan berpengaruh tidak signifikan positif terhadap Keputusan pembelian, Program diskon berpengaruh signifikan negatif terhadap Loyalitas konsumen, Suasana toko berpengaruh tidak signifikan positif terhadap Loyalitas konsumen, Periklanan berpengaruh tidak signifikan positif terhadap Loyalitas konsumen, Keputusan pembelian berpengaruh signifikan positif terhadap Loyalitas konsumen, Program diskon berpengaruh posistif dan signifikan terhadap Loyalitas konsumen melalui Keputusan pembelian, Program diskon berpengaruh posistif namun tidak signifikan terhadap Loyalitas konsumen melalui Keputusan pembelian, Program diskon berpengaruh posistif namun tidak signifikan terhadap Loyalitas konsumen melalui Keputusan pembelian.) ENGLISH (This study aimed to determine the role of purchasing decisions in mediating the discount program, store atmosphere, and advertising on consumer loyalty at the Kumpul Point Cafe Reborn Situbondo. The population in this study were consumers who made purchase transactions at the Reborn Gathering Point Cafe. The sampling technique used in this study was the probability sampling method, which used a random sampling technique. This study’s data analysis and hypothesis testing used the Structural Equation Model - Partial Least Square (PLS-SEM). The results showed that the discount program had a significant positive effect on purchasing decisions, store atmosphere had a significant positive effect on purchasing decisions, advertising had no significant positive effect on purchasing decisions, discount programs had a significant adverse effect on consumer loyalty, store atmosphere had no significant positive effect on consumer loyalty, advertising had no significant positive effect on consumer loyalty, Purchasing decisions have a significant positive effect on consumer loyalty, discount programs have a positive and significant effect on consumer loyalty through purchasing decisions, discount programs have a positive but insignificant effect on consumer loyalty through purchasing decisions, discount programs have a positive but insignificant effect on consumer loyalty through purchasing decisions.)

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Dhimas adhitya
Date Deposited:	15 Oct 2024 07:46
Last Modified:	15 Oct 2024 07:46
URI:	http://repository.unars.ac.id/id/eprint/2751

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