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DC Field | Value | Language |
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dc.contributor.author | Anggreyani, Yunita Putri | - |
dc.date.accessioned | 2022-12-15T08:29:50Z | - |
dc.date.available | 2022-12-15T08:29:50Z | - |
dc.date.issued | 2022-08-29 | - |
dc.identifier.uri | http://repository.uma.ac.id/handle/123456789/18784 | - |
dc.description | 84 Halaman | en_US |
dc.description.abstract | Penelitian ini bertujuan untuk mengetahui apakah Pengaruh Komunikasi Pemasaran dan Segmentasi Pasar Psikografis terhadap Minat Beli pada Warung Burger Kakek. Populasi yang digunakan pada penelitian ini adalah seluruh pelanggan Warung Burger Kakek. Penelitian ini menggunakan sampel sebanyak 92 responden, dengan menggunakan accidential sampling sebagai teknik pengambilannya. Pengujian hipotesis dalam penelitian ini menggunakan analisis model statistic yang terdiri dari uji validitas, uji relibilitas,uji asumsi klasik, regresi linier berganda, uji T, uji F, dan koefisien determinasi(R2) dengan menggunakan software SPSS 25.00 (Statistic Product and Services Solution) for windows. Data penelitian bersumber dari data primer dan proses pengumpulan data menggunakan kuisioner. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu Komunikasi Pemasaran dan Segmentasi Pasar Psikografis terhadap variabel dependen yaitu Minat Beli. Variabel Komunikasi Pemasaran diperoleh nilai t adalah thitung > ttabel (104.801 > 2,376), dengan tingkat signifikansi sebesar 0,000 < 0,1 dan untuk variabel Segmentasi Pasar Psikografis diperoleh thitung > ttabel (89,038 > 2,376), dengan tingkat signifikansi sebesar 0,000 < 0,1sehingga dapat disimpulkan bahwa Komunikasi Pemasaran dan Segmentasi Pasar Psikografis berpengaruh positif dan signifikan terhadap Minat Beli Pada Warung Burger Kakek. Dan hasil uji F diperoleh fhitung > ftabel (1015156.745 > 2,376) dengan tingkat signifikansi 0,000 < 0,1 sehingga dapat disimpulkan Komunikasi Pemasaran (X1) dan Segmentasi Pasar Psikografis (X2) secara simultan berpengaruh positif dan signifikan terhadap Minat Beli (Y) Pada Warung Burger Kakek. This study aims to determine the Effect of Marketing Communication and Psychographic Market Segmentation on Buying Interest at Warung Burger Kakek. The population used in this study were all customers of the Warung Burger Kakek. This study used a sample of 92 respondents, using accidental sampling as a sampling technique. Hypothesis testing in this study uses statistical model analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, T-test, F test, and coefficient of determination (R2) using SPSS 25.00 (Statistic Product and Services Solution) software for windows. The research data is sourced from primary data and the data collection process uses a questionnaire. The results showed that there was a relationship between the independent variable, namely Marketing Communication and Psychographic Market Segmentation on the dependent variable, namely Buying Interest. Marketing Communication variable obtained t value is tcount > ttable (104,801 > 2,376), with a significance level of 0.000 < 0.1, and for Psychographic Market Segmentation variable obtained tcount > ttable (89.038 > 2,376), with a significance level of 0.000 < 0.1 so It can be concluded that Marketing Communication and Psychographic Market Segmentation have a positive and significant effect on Buying Interest at Burger Kakek Shop. And the results of the F test obtained fcount > ftable (1015156.745 > 2,376) with a significance level of 0.000 < 0.1 so that it can be concluded that Marketing Communication (X1) and Psychographic Market Segmentation (X2) simultaneously have a positive and significant effect on Buying Interest (Y) at Warung Burger Kakek. | en_US |
dc.language.iso | other | en_US |
dc.publisher | Universitas Medan Area | en_US |
dc.relation.ispartofseries | NPM;188320195 | - |
dc.subject | marketing communication | en_US |
dc.subject | psychographic market segmentation | en_US |
dc.subject | buying interest | en_US |
dc.subject | komunikasi pemasaran | en_US |
dc.subject | segmentasi pasar psikografis | en_US |
dc.subject | minat beli | en_US |
dc.title | Pengaruh Komunikasi Pemasaran Dan Segmentasi Pasar Psikografis Terhadap Minat Beli Pada Warung Burger Kakek Jl. Starban Kota Medan | en_US |
dc.title.alternative | The Influence of Marketing Communications And Market Segmentation Psychographics of Interest in Buying at Stalls Grandpa's Burger Jl. Medan city star ban | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320195 - Yunita Putri Anggreyani - Chapter IV.pdf Restricted Access | Chapter IV | 716.45 kB | Adobe PDF | View/Open Request a copy |
188320195 - Yunita Putri Anggreyani - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.62 MB | Adobe PDF | View/Open |
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