The Effect of Live Music Facilities and Prices on Purchase Decisions at Warunk Nonstop
(Survey of @warunknonstop Instagram Followers)
Abstract
This study aims to examine and analyze the effect of Live Music Facility and Price on the Purchase Decision of a case study on Instagram followers @warunknonstop.
This study uses quantitative methods with descriptive and verification approaches. The sample in this study was taken from the number of Instagram followers which amounted to 1,708 using the Slovin formula with a total sample of 273 followers. The sampling technique used is purposive sampling. This research uses path analysis technique.
The results of this study indicate that there is a correlation between Live Music Facilities and Prices. Partially Live Music Facility has a significant effect on Purchase Decisions as well as Price has a significant effect on Purchase Decisions. Simultaneously Live Music Facility and Price have a significant effect on Purchase Decision by 49.7% while the remaining 50.4% is influenced by other variables not examined.
Keyword : Live Music Facility, Price and Purchase Decision.
References
BADAN PUSAT STATISTIK SENSUS EKONOMI 2016-Lanjutan. (2022). https://se2016.bps.go.id/umkumb/index.php/publikasi/umkumb
Budi, Agung Permana. (2013). Manajemen Marketing Perhotelan. Yogyakarta: Andi.
Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Deepublish (CV Budi Utama). https://doi.org/10.31227/osf.io/pfjhz
Maulana, R. (2019). Pengaruh Pertunjukan Live music Terhadap Loyalitas Pelanggan di Cofenofe Bekasi Selatan (Doctoral dissertation, Universitas Bhayangkara Jakarta Raya).
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Sutopo (Ed.); Kedua). Alfabeta.
Yosepha, S. Y. (2021). Determinan Penggunaan Media Sosial, Kreativitas dan Pelatihan Terhadap Pengembangan Usaha Mikro Kecil dan Menengah (UMKM) Coffee shop di Kota Bekasi. Jurnal Manajemen, 11(2), 165-181.
https://www.djarumcoklat.com/special-author/pentingnya-musik-di-restoran (diakses pada 10/02/2022)
https://www.kompasiana.com/triay/585e7f1187afbd9619a38fef/alasan-sebuah-cafe-ramai dikunjungi-ketika-malam-minggu (diakses pada 10/02/2022)