Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh bonus pack dan price discount terhadap consumer purchase intention yang dimoderasi oleh social media marketing pada urban tea house banda aceh. penelitian ini menggunakan 140 responden dengan non-probability sampling, dan teknik yang digunakan adalah convenience sampling. data dikumpulkan dengan kuesioner online dan dianalisis menggunakan statistical product and service solutions (spss). hasil dari penelitian ini menunjukkan bahwa bonus pack secara parsial berpengaruh signifikan terhadap consumer purchase intention urban tea house banda aceh, price discount secara parsial berpengaruh signifikan terhadap consumer purchase intention urban tea house banda aceh. lalu social media marketing memoderasi pengaruh bonus pack dan price discount terhadap consumer purchase intention urban tea house banda aceh. kata kunci: bonus pack, price discount, social media marketing, dan consumer purchase intention.

This research aims to measure the effect of Bonus Pack and Price Discount on Consumer Purchase Intention moderated by Social Media Marketing in Urban Tea House Banda Aceh. This research used 140 respondents with non-probability sampling, and the techniques used was convenience sampling. Data were collected by using online questionnaires and analyzed by using Statistical Product and Service Solutions (SPSS). The result of this research showed that Bonus Pack partially has a significant effect on Consumer Purchase Intention of Urban Tea House Banda Aceh, Price Discount partially has a significant effect on Consumer Purchase Intention Urban Tea House Banda Aceh. Social Media Marketing moderated the effect of Bonus Pack and Price Discount on Consumer Purchase Intention in Urban Tea House Banda Aceh. Keywords: Bonus Pack, Price Discount, Social Media Marketing, Consumer Purchase Intention.