Widayanti, Lisa (2024) Pengaruh Keragaman Produk, Kreativitas, dan Teknologi Informasi Terhadap Minat Beli Konsumen pada Cafe "Toko Kue & Kopi Manislab" di Surabaya. (The Influence of Product Diversity, Creativity, and Information Technology on Consumer Purchase Interest at the "Manislab Cake & Coffee Shop" Cafe in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Cafe is a culinary place that sells various kinds of food and drinks with their own characteristics. One of the cafes that is popular with people to enjoy cakes, coffee and other food in the South Surabaya area is Toko Kue & Kopi Manislab. This cafe has its own uniqueness that differentiates it from other cafes, namely by offering a variety of different menus every day which aims to attract visitors with menus that are currently viral. This type of research is survey (field research) namely direct observation of the object to be studied in order to obtain relevant data and use media. This type of survey research was chosen because it was adapted to the research objective, which was to determine and analyze the influence of product diversity, creativity and information technology on consumer buying interest. Data was collected through a questioner using Googleform which was distributed to cafe visitors. The method that will be used in this research uses quantitative research methods which are carried out using non-probability sampling methods or nonrandom sampling. The technique used in this research uses a purposive sampling technique by determining 100 respondents as the research sample with certain considerations. The results of this research show that the variables Product Diversity and Creativity partially influenceConsumer Purchase interest at the Cafe”Toko Kue & Kopi Manislab” in Surabaya. Meanwhile, the Information Technology variable concludes that partially there is no influence of information Technology on Cunsumer Purchase interest at the Cafe”Toko Kue & Kopi Manislab” in Surabaya, this is because when using the Gojek platform through the Gofood feature, otential consumers rarely transact via the platform because of the menu offered not as many or as updated via instagram or social media. And potential consumers are more interested and interested in coming directly to the cafe. Then simultaneously or together there is an influence of Product Diversity, Creativity, and Information Technology on Consumer Purchase Interest at the Cafe “Toko Kue & Kopi Manislab” in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Diversity; Creativity; Information Technology; Consumer Purchase Interest |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000089 Lisa Widayanti |
| Date Deposited: | 29 Aug 2024 07:24 |
| Last Modified: | 14 Oct 2024 02:48 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33614 |
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