Salim, Gabriel Fernando Gerhard (2025) PENGARUH KERAGAMAN PRODUK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN KAFE THE ROOSTER COFFEE COMPANY DI SIDOARJO. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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PENGARUH KERAGAMAN PRODUK, PERSEPSI HARGA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN KAFE THE ROOSTER COFFEE COMPANY DI SIDOARJO.pdf Restricted to Repository staff only Download (2MB) | Request a copy |
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh keragaman produk, persepsi harga, dan Word of Mouth terhadap keputusan pembelian konsumen The Rooster Coffee Company di Sidoarjo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data diperoleh dari 100 responden melalui kuesioner terstruktur. Data dianalisis menggunakan uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa keragaman produk, persepsi harga, dan Word of Mouth berpengaruh signifikan baik secara parsial maupun simultan terhadap keputusan pembelian. Persepsi harga menjadi faktor dominan yang memengaruhi keputusan pembelian, diikuti oleh Word of Mouth dan keragaman produk. Temuan ini memberikan kontribusi terhadap pengembangan literatur manajemen pemasaran serta menawarkan implikasi praktis bagi The Rooster Coffee Company dalam meningkatkan penawaran produk, strategi penetapan harga, dan upaya keterlibatan pelanggan guna mendorong keputusan pembelian.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Keragaman Produk, Persepsi Harga, Word of Mouth, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis |
| Depositing User: | 1212100081 Gabriel Fernando Gerhard Salim |
| Date Deposited: | 17 Jul 2026 07:36 |
| Last Modified: | 17 Jul 2026 07:36 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45400 |
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