Please use this identifier to cite or link to this item: http://repository.uma.ac.id/handle/123456789/12144
Title: Pengaruh Online Marketing dan Word of Mouth Promotion Terhadap Minat Beli Konsumen Pada Kafe Hidden Place di Medan
Other Titles: The Effect of Online Marketing and Word of Mouth Promotion on Consumer Purchase Intention at Hidden Place Cafes in Medan
Authors: Fachruddin, Rizal
Advisor: Syahputri, Yuni
Pribadi, Teddi
Keywords: online marketing;word of mouth promotion;lingkungan minat beli;buying interest environment
Issue Date: 30-Apr-2020
Publisher: Universitas Medan Area
Series/Report no.: NPM;168320062
Abstract: The purpose of this study was to determine and analyze the effect of online marketing and word of mouth promotion on consumer buying interest at Hidden Place cafes in Medan. The research method used is associative research, where variables are measured on a Likert scale. The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were consumers in the Hidden Place cafe in Medan, amounting to 2004 people. The sample in this study was calculated using the Slovin formula. namely as many as 95 people. Data processing using SPSS software version 22, with descriptive analysis and hypothesis testing multiple regression analysis. The results showed that: partially online marketing variables influenced consumer buying interest in Hidden Place cafes in Medan, partially word of mouth promotion variables influenced consumer buying interest in Hidden Place cafes in Medan, simultaneously there was an influence the positive and significant between online marketing variables and word of mouth promotion influence consumer buying interest in Hidden Place cafes in Medan.
Description: Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh online marketing dan word of mouth promotion terhadap terhadap minat beli konsumen pada kafe Hidden Place di Medan. Metode penelitian yang dilakukan adalah penelitian kuantitatif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah konsumen di pada kafe Hidden Place di Medan yang berjumlah 2004 orang. Sampel dalam penelitian ini dihitung menggunakan rumus slovin. yaitu sebanyak 95 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 22, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: secara parsial variabel online marketing mempengaruhi minat beli konsumen pada kafe Hidden Place di Medan, secara parsial variabel word of mouth promotion mempengaruhi minat beli konsumen pada kafe Hidden Place di Medan, secara simultan terdapat pengaruh yang positif dan signifikan antara variabel online marketing dan word of mouth promotion mempengaruhi minat beli konsumen pada kafe Hidden Place di Medan.
URI: http://repository.uma.ac.id/handle/123456789/12144
Appears in Collections:SP - Management

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168320062 - Rizal Fachruddin - Chapter IV.pdf
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