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Pengaruh Desain Kemasan, Store Environment, Dan Harga Terhadap Keputusan Pembelian Produk Starbucks Coffee Di Surabaya

Savitri, Sari Sekar (2019) Pengaruh Desain Kemasan, Store Environment, Dan Harga Terhadap Keputusan Pembelian Produk Starbucks Coffee Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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ARTIKEL ILMIAH.pdf

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COVER.pdf

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Abstract

Starbucks Coffee is a well-known coffee shop in the world that has spread in various countries including Indonesia. This study aims to analyze the effect of packaging design, store environment, and price on purchasing decision of Starbucks Coffee’s products in Surabaya. This study has one hundred respondents who have purchased coffee at Starbucks with take away cup packaging and have visited Starbucks Coffee in Surabaya for the last three months. The sampling technique that used on this study was judgement sampling so the samples are based on certain criteria. The data were collected by distributing questionnaires. This research used WarpPLS 6.0 test tool. The results of this study indicate that packaging design has no significant influence on purchasing decisions, but store environment and price has a significant influence on purchasing decisions. Keywords : Packaging Design, Store Environment, Price, Purchase Decision.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 20 Sep 2019 02:59
Last Modified: 20 Sep 2019 02:59
URI: http://eprints.perbanas.ac.id/id/eprint/4639

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