Abadi, Safirah Mazaya (2019) Pengaruh Variasi Menu, Harga Produk, Media Sosial-Instagram, dan Suasana Kafe Terhadap Minat Beli Mahasiswa di Kafe Daerah Surabaya Timur. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Surabaya adalah kota terbesar kedua di Indonesia dengan jumlah penduduk yang besar dan pertumbuhan ekonomi yang cepat. Mahasiswa lokal dan mahasiswa pendatang dari luar daerah turut berkontribusi pada ekonomi dan pekerjaan di Surabaya. Para mahasiswa sering berkunjung ke kafe untuk makan maupun bersosialisasi. Di Surabaya, ada sekitar 10 kafe baru yang buka setiap tahunnya, dan di zona sekolah (seperti SMA maupun kampus) jumlah kafe bisa mencapai 10 atau lebih. Penelitian ini menanggapi kebutuhan kota multikultural Surabaya yang berkembang untuk memahami faktor-faktor apa yang mempengaruhi minat beli mahasiswa pada kafe. Studi ini meneliti alat bauran promosi, yang meliputi variasi menu, harga produk, media sosial – Instagram, dan kafe atmosfer. 151 mahasiswa di Surabaya Timur direkrut melalui survey online. Hasil penelitian dianalisis menggunakan analisis regresi linier berganda dengan SPSS 25.0. Dari hasil uji-t yang telah dilakukan, keempat variabel tersebut berpengaruh secara signifikan positi terhadap variabel minat beli, kecuali variabel suasana kafe yang berpengaruh secara signifikan negatif, sesuai dengan 40.17% mahasiswa yang menyatakan jika mereka datang ke kafe untuk makan dan/ minum. Diharapkan studi ini dapat membantu pemilik kafe dalam menetapkan proritas untuk mengembangkan bisnis mereka, sehingga mereka dapat lebih memperhatikan faktor-faktor yang paling mempengaruhi perkembangan bisnis di Surabaya Timur, untuk menarik lebih banyak konsumen terutama, mahasiswa. =================================================================================================================================
Surabaya is the second-largest city in Indonesia with a large population and rapid economic growth. Local students and immigrant students from outside the region contribute to the economy and employment in Surabaya. Students often visit cafes to eat or socialize. In Surabaya, there are around 10 new cafes open every year, and in the school zone (such as high school or campus) the number of cafes can reach 10 or more. This research responds to the needs of Surabaya's multicultural cities that are developing to understand what factors influence students' buying an interest in the cafes. This study examines promotional mix tools, which include menu variations, product prices, social media - Instagram, and atmospheric cafes. 151 students in East Surabaya were recruited through online surveys. The results of the study were analyzed using multiple linear regression analysis with SPSS 25.0. From the results of the t-test that has been done, the four variables have a significant effect on the variables of purchase interest, except the cafe atmosphere variable which has a significantly negative effect, in accordance with 40.17% of students stating if they come to the cafe to eat and / drink. It is hoped that this study can help cafe owners in setting priorities to develop their business so that they can pay more attention to the factors that most influence business development in East Surabaya, to attract more consumers, especially students.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.8 Aba p-1 |
| Uncontrolled Keywords: | Bauran Promosi, Kafe, Mahasiwa, Minat Beli, Surabaya |
| Subjects: | H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5416.5 Pricing H Social Sciences > HF Commerce > HF6161.F616 Food. Food service |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Safirah Mazaya Abadi |
| Date Deposited: | 27 Mar 2025 02:11 |
| Last Modified: | 27 Mar 2025 02:11 |
| URI: | http://repository.its.ac.id/id/eprint/69852 |
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