Skripsi

PENGARUH TESTIMONI TERHADAP MINAT BELI INDIBIZ PADA PELAKU UMKM COFFEE SHOP DI WILAYAH TELEKOMUNIKASI SUMATERA SELATAN

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Penilaian

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This study aims to determine the effect of testimonials on the purchase intention of Indibiz among coffee shop MSME actors in the South Sumatra Telecommunication Region. The research employed a quantitative method with a simple linear regression analysis technique. The population consisted of coffee shop MSME actors who have not yet used or have the potential to use Indibiz, with a sample of 80 respondents selected using purposive sampling. The research instrument was a Likert-scale questionnaire, which passed validity and reliability testing. The results show that testimonials have a positive and significant effect on purchase intention toward Indibiz. The regression coefficient and t-test results confirm that the more positive the testimonials received, the higher the purchase intention of MSME actors toward Indibiz. These findings indicate that testimonial-based marketing strategies are effective in increasing purchase intention, and it is recommended that companies continue to utilize customer testimonials as part of their promotional efforts.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507005909	T184570	T1845702025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1845702025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xv, 110 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Ilmu Komunikasi--Strategi Komunikasi

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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