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All Journal Jurnal Ilmiah Universitas Batanghari Jambi JAS (Jurnal Agri Sains)
Hamidah Hendrarini
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Journal : Jurnal Ilmiah Universitas Batanghari Jambi

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Analisis Selera Konsumen Terhadap Atribut Produk dalam Keputusan Pembelian Minuman Mixue Salma Aqila Putri; Hamidah Hendrarini; Dona Wahyuning Laily
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.4050

Abstract

Mixue is an ice cream shop with cheap and delicious prices, making Mixue expand massively throughout Indonesia in a fairly short time. This study aims to identify and analyze the characteristics, purchasing decision process and consumer tastes towards the attributes of Mixue beverage products. This research was conducted at the Mixue shop in the Dharmawangsa and Ngagel Surabaya branches. The sampling technique was "accidental sampling" with a total of 84 consumers. The analytical method uses descriptive analysis and Fishbein multi-attribute analysis with the help of a questionnaire and Microsoft Excel 2019. Based on the analysis using Fishbein's multi-attributes, the attribute that has the most interest is price, while the attributes that consumers trust the most are price, brand. Based on the Fishbein score obtained at 101.69, it can be said that consumer tastes for Mixue beverage products are included in the like category.
Pengaruh Cita Rasa, Promosi melalui Media Sosial, Store Atmosphere, dan Kualitas Pelayanan dengan Harga sebagai Variabel Intervening terhadap Keputusan Pembelian di Coffee Shop Scope Coffe Tuban Adinda Eka Novita Sari; Hamidah Hendrarini; Prasmita Dian Wijayanti
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.3692

Abstract

The Purpose of this research aims to analyze the effect of exogen latent variables taste (X1), promotion through social media (X2), store atmosphere (X3), and service quality (X4), with endogen variable namely purchase decision (Y1) and price (Z1) as an intervening variable. Place of this research was conducted in coffee shop Scope Coffe in Tubanwith a total respondents is 97 were the analyzed by Structural Equation Model Partial Least Square (SEM- PLS) with Smart PLS app 4.0 version. The result of this research is the direct effect and indirect effect, with the accepted result of direct effect is variables taste, and service quality to price variable where the p- values < 0.05 and t-statistic > 1.96, and the result of indirect effect accepted is price variable fully mediate variable service quality to purchase decision where the p- values < 0.05 and t-statistic > 1.96.
Co-Authors Adinda Eka Novita Sari Annisa Ainan Salsabila Dona Wahyuning Laily Eko Nurhadi Prasmita Dian Wijayanti Salma Aqila Putri