FITRAHANY, DIEN SAVIERA (2012) PENGARUH LIFESTYLE DAN EMOTIONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS COFFEE SHOP (SURVEI KONSUMEN STARBUCKS COFFEE SHOP TIS SQUARE JAKARTA). S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Dien Saviera Fitrahany, 2012; The influence of Lifestyle and Emotional Branding toward Purchase Decision (survey on Starbucks Coffee TIS Square MT Haryono Jakarta). Advisory team; Dr. Mohamad Rizan, SE., MM., Agung Kresna murti, ST., MM. The purpose of this study is to describe clearly about lifestyle, emotional branding, and purchase decision of Starbucks Coffee’s customers at TIS Square MT Haryono Jakarta. The second objective is to test the influence of lifestyle toward purchase decision. The third objective is to test the influence of emotional branding toward purchase decision. And the fourth objective is to test the influence of lifestyle and emotional branding simultaneously toward purchase decision. This study used descriptive and explanatory. The samples taken are 190 respondents that consumer of Starbucks Coffee TIS Square MT Haryono Jakarta which already 17 years old or older. The results of this descriptive study are lifestyle significantly affects purchase decision of Starbucks Coffee’s customer TIS Square and emotional branding significantly affects purchase decision of Starbucks Coffee’s customer TIS Square. Results of hypothesis testing through determination test shows: 1) the influence of lifestyle toward purchase decision is 5.2%, 2) the influence of emotional branding toward purchase decision is 3.0%; 3) the influence of lifestyle and emotional branding simultaneously toward customer’s purchase decision is 6.3%. The remaining 93.7% is influenced or explained by other variables not included in this research model. Keyword : lifestyle, emotional branding, purchase decision
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Agung Kresnamurti RP, ST, MM |
| Subjects: | Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 31 Jan 2018 07:11 |
| Last Modified: | 31 Jan 2018 07:11 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/2901 |
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