PENGARUH PRICE BUNDLING, PHYSICAL EVIDENCE, DAN STORE ATMOSPHERE TERHADAP BUYING DECISION KONSUMEN DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Konsumen Kentucky Fried Chicken di Kabupaten Pringsewu)

AMALIA, FITRIANI (2025) PENGARUH PRICE BUNDLING, PHYSICAL EVIDENCE, DAN STORE ATMOSPHERE TERHADAP BUYING DECISION KONSUMEN DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Studi Pada Konsumen Kentucky Fried Chicken di Kabupaten Pringsewu). Diploma thesis, UIN Raden Intan Lampung.

PDF Download (2MB)

Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji bagaimana pengaruh Price Bundlig, Physical Evidence, dan Store Atmosphere terhadap Buying Decision Konsumen pada konsumen Kentucky Fried Chicken Pringsewu. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM), teknik pengumpulan data melalui kuesioner dengan skala pengukuran yakni skala likert. Pengambilan sampel dalam penelitian ini menggunakan metode non probability sampling Jumlah sample sebanyak 100 responden. Temuan pada penelitian ini menunjukkan pengaruh positif namun tidak signifikan pada hubungan Price Bundling terhadap Buying Decision Konsumen, adanya pengaruh positif dan signifikan pada hubungan Physical Evidence terhadap Buying Decision Konsumen, dan adanya pengaruh yang positif dan signifikan pada hubungan Store Atmosphere terhadap Buying Decision Konsumen. Kata Kunci: Price Bundlig, Physical Evidence, Store Atmosphere, Buying Decision Konsumen. ABSTRACT 2 This study aims to examine how the influence of Price Bundlig, Physical Evidence, and Store Atmosphere on Consumer Buying Decision on Kentucky Fried Chicken Pringsewu consumers. This study uses a quantitative approach, with the analysis technique Partial Least Squares Structural Equation Modeling (PLS-SEM), data collection techniques through a questionnaire with a measurement scale, namely a Likert scale. Sampling in this study using non probability sampling method, the number of samples was 100 respondents. The findings in this study indicate a positive but insignificant effect on the Price Bundling relationship on Consumer Buying Decision, a positive and significant effect on the Physical Evidence relationship on Consumer Buying Decision, and a positive and significant effect on the Store Atmosphere relationship on Consumer Buying Decision. Keywords: Price Bundling, Physical Evidence, Store Atmosphere, Buying Decision Konsumen.

Actions (login required)

View Item