MEMPERKUAT KEPUTUSAN PEMBELIAN JASA URBANCUT BARBERSHOP MELALUI MEDIASI CITRA TOKO

ALALA, Legazea Syifa and FERDINAND, Agusty Tae (2016) MEMPERKUAT KEPUTUSAN PEMBELIAN JASA URBANCUT BARBERSHOP MELALUI MEDIASI CITRA TOKO. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study aims to strengthen purchase decision Urbancut barbershop services. Starting from sales decline problem of Urbancut services and created a research question: "How to strengthen the purchasing decisions Urbancut services?". Literature review conducted produce a research model to strengthen the purchase decision through the mediation of store image with independent variable social media marketing and haircut quality. This research using purposive sampling method with sample of 75 respondents which are customers and followers of Urbancut social media accounts. Using SPSS 23 analyzes performed included: validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing through t and F test, as well as the coefficient of determination (R2). The results showed 63% purchase decision variable is explained by the store image as the mediation of social media marketing and haircut quality affects 44.6%. As well as the direct influence haircut quality of 38%. Overall variables used in this research have positive impacts to strengthen Urbancut services purchasing decisions.

Item Type:Thesis (Undergraduate)
Additional Information:social media marketing, haircut quality, store image, purchase decision.
Uncontrolled Keywords:social media marketing, haircut quality, store image, purchase decision.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:50863
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:23 Nov 2016 11:18
Last Modified:23 Nov 2016 11:18

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