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All Journal Cakrawangsa Bisnis
Ilman Taufiq Lazuardy
STIM YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Social Media Marketing, Life Style, dan Store Atmosphere terhadap Keputusan Pembelian Konsumen Mixue di Yogyakarta Ilman Taufiq Lazuardy
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 4, No 2 (2023): Oktober
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v4i2.452

Abstract

This research aims to determine the influence of Social Media Marketing, Life Style, and Store Atmosphere on MiXue Consumer Purchasing Decisions in Yogyakarta. The independent variables in the research consist of Social Media Marketing, Life Style, and Store Atmosphere, as well as Purchase Decisions as the dependent. The population in this study were all students who were taking undergraduate studies in Yogyakarta. The sampling technique uses a non-probability sampling model with a saturated sample method. The number of respondents in this study was 100 people. Data collection was carried out using a questionnaire. The data analysis methods used are instrument tests, basic assumption tests, classical assumption tests, and data analysis consisting of the t test, F test and multiple linear regression analysis. The results of this research show that Social Media Marketing has a positive influence on Purchasing Decisions, Life Style has a positive influence on Purchasing Decisions, and Store Atmosphere has a positive influence on Purchasing Decisions.
Pengaruh Harga, Electronic Word of Mouth, dan Celebrity Endorser terhadap Purchase Decision pada Distro CRSL di Yogyakarta Alfiana Isnaini; Ralina Transistari; Ilman Taufiq Lazuardy
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 5, No 2 (2024): Oktober
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v5i2.524

Abstract

This research aims to determine the influence of price, electronic word of mouth, and celebrity endorsers on purchase decisions at CRSL distribution in Yogyakarta. This type of research is descriptive quantitative research with a non-probability sampling method and the sampling technique using purposive sampling. This research involves 100 respondents from the entire population of CRSL consumers in Yogyakarta. Data analysis tool using SPSS version 26. The results of this study indicate that price does not affect purchase decisions, while electronic word of mouth and celebrity endorsers have a positive influence on purchase decisions at CRSL distro in Yogyakarta.
Co-Authors Alfiana Isnaini Ralina Transistari