Asmadi, Tengku Mohammad Patricia (2021) Analisis Pengaruh E-WOM, Store Atmosphere, Dan Konten Iklan Sosial Media terhadap Impulse Buying di Coffeeshop. Ringkasan Skripsi thesis, STIE YKPN.
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Ringkasan Skripsi Tengku Mohammad Patricia Asmadi 211629018.pdf Download (955kB) |
Abstract
The development of business in the coffee sector shows intense competition, therefor, a study that is able to support business to survive in this sector is needed. The purpose of this study is to determine the effect of E-WOM, store atmosphere, and social media advertising content on impulse buying that occurs in coffeeshop by students in Yogyakarta. E-WOM is projected by indicators in the form of intensity, valence of opinion, and content. Store atmosphere is projected by indicators in the form of exterior, general interior, store layout, and interior displays. Social media advertising content is projected by the nature of being informative, easy to understand, visually attractive, and easily accessible. Meanwhile, impulse buying, which is an unplanned purchase, is projected by indicators in the form of spontaneous purchases, not considering the value of the product and unplanned purchases. Using a sample of 151 students in Yogyakarta as questionnaire respondents, this study found that the relationship between the independent and dependent variables has a positive direction. E-WOM has a significant positive effect on impulse buying. This is because people tend to trust consumer reviews more through electronic media so that when they encounter a product or service, awareness of the product can encourage impulse buying behavior. Store atmosphere has a significant positive effect on impulse buying. This is because creating a suitable store atmosphere will encourage a person to spend more time and ultimately encourage someone to make purchases outside of their plans. Social media advertising content has a significant positive effect on impulse buying. This is because advertising content that is attractive, informative, easy to understand and easily accessible is able to provide knowledge about products or services so that it will encourage impulse buying behavior.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Skripsi dapat dibaca di Perpustakaan dengan call number ASM a 6939/2021 |
| Uncontrolled Keywords: | management, marketing, electronic word-of-mouth, store atmosphere, social media advertising content, impulse buying |
| Subjects: | MANAJEMEN > Manajemen Keuangan |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 15 Dec 2022 02:01 |
| Last Modified: | 15 Dec 2022 02:01 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/361 |
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