| dc.contributor.advisor | Arsyianti, Laily Dwi | |
| dc.contributor.author | Thahira, Hana | |
| dc.date.accessioned | 2024-01-18T00:02:18Z | |
| dc.date.available | 2024-01-18T00:02:18Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/135082 | |
| dc.description.abstract | Indonesia mengalami peningkatan produksi dan konsumsi kopi setiap
tahunnya, mengakibatkan banyak munculnya kedai kopi atau coffee shop di
Indonesia, terkhusus di Jabodetabek ketika persaingan meningkat sehingga ada
online food delivery. Penelitian ini bertujuan untuk menganalisis pengaruh label
halal dan marketing mix (produk, harga, tempat dan promosi) pada keputusan
pembelian online food delivery Kopi Kenangan di Jabodetabek. Metode yang
digunakan adalah Structural Equation Modeling Partial Least Square (SEM PLS).
Berdasarkan hasil penelitian diperoleh variabel label halal, produk, tempat dan
promosi berpengaruh terhadap keputusan pembelian produk kopi kenangan.
Sedangkan variabel harga tidak berpengaruh pada keputusan pembelian produk
kopi kenangan. via online food delivery di Jabodetabek. | id |
| dc.description.abstract | Indonesia experiences an increase in coffee production and consumption
every year. This has resulted in the emergence of many coffee shops or
coffeeshops in Indonesia, especially in Jabodetabek which is increasing
competition so there is online food delivery. This research aims to determine the
influence of the halal label and marketing mix (product, price, place and
promotion) on online food delivery purchasing decisions for Kopi Kenangan in
Jabodetabek. The method used is Structural Equation Modeling Partial Least
Square (SEM PLS). Based on the research results obtained, the variables halal
label, product, place and promotion influence the decision to purchase memorable
coffee products. Meanwhile, the price variable has no effect on the decision to
purchase Kopi Kenangan products via online food delivery orders in Jabodetabek. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Label Halal, Produk, Harga, Tempat dan Promosi pada Keputusan Pembelian Online Food Delivery Kopi Kenangan di Jabodetabek | id |
| dc.title.alternative | The Influence of Halal Label, Product, Price, Place and Promotion on Online Food Delivery Purchasing Decisions for Kopi Kenangan in Jabodetabek | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | halal label | id |
| dc.subject.keyword | marketing mix | id |
| dc.subject.keyword | online food delivery | id |
| dc.subject.keyword | purchase decision | id |
