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PENGARUH KOMUNIKASI PEMASARAN DAN BUKTI FISIK TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARSU 2 MALANG

Kasiani, Achmad (2018) PENGARUH KOMUNIKASI PEMASARAN DAN BUKTI FISIK TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARSU 2 MALANG. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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BAB I.pdf

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Abstract

This study aims to determine the effects of marketing communications and physical evidence to purchase decision at cafe Warsu 2 Malang. The population of this study was the first consumer making a purchase. The samples of this study were the respondents aged 18 to 45 years old, both male and female, who first made a purchase at Café Warsu 2. The sampling technique used in this study was incidental sampling with a sample of 100 respondents. The data analysis technique used was Multiple Linear Regression. The results of the study were: (1) marketing communications and physical evidence had simultaneous effects on purchase decisions with 8,924 of Ftable value. (2) marketing communication had a significant effect on purchase decisions with a Tcount of 2.735 and a significant value of 0.007; (3) Physical evidence significantly influenced purchase decisions with Tcount of 2,240 and significance of 0.027. (4) Marketing communication became the most influential variable on purchase decision in cafe Warsu 2 Malang with beta value equal to 0,268.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201310160311311
Keywords: marketing communication, physical evidence, purchase decisions
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HJ Public Finance
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 02 Nov 2018 08:17
Last Modified: 02 Nov 2018 08:25
URI : http://eprints.umm.ac.id/id/eprint/39166

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