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Lubiana Mileva Achmad Fauzi DH: Jurnal Administrasi Bisnis (JAB) - Vol. 58 No. 1 Mei 2018 - 190
Lubiana Mileva Achmad Fauzi DH: Jurnal Administrasi Bisnis (JAB) - Vol. 58 No. 1 Mei 2018 - 190
PEMBELIAN
(Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan
2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks
Menggunakan LINE)
Lubiana Mileva
Achmad Fauzi DH
Fakultas Ilmu Administrasi
Univеrsitas Brawijaya
Malang
Email : lubymileva@gmail.com
ABSTRACT
This research use explanatory research with quantitative approach. There are five variables that are used in
this research : Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4), and
Purchase Decision Structure (Y). the collection of data obtained through an online questionnaire which
distribute on undergraduate students of Business Administration Department batch 2014/2015 Faculty of
Administratitive Science Brawijaya University who purchase Starbucks using LINE with respondent’s
criterias are undergraduate students of Business Administration Department batch 2014/2015 Faculty of
Administrative Science Brawijaya University, have a student identity card, and have purchased Starbucks
using LINE. The sample in this research was 116 respondents. The sampling technique of this research is
purposive sampling. The data analysis use descriptive analysis and multiple linear regression. The results
in this research showed that Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community
Building (X4) simultaneously affecting Purchase Decision Structure (Y) significantly. The other results
showed that Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4)
partially affecting Purchase Decision Structure (Y) significantly. Based on the result of this research, it’s
better for Starbucks to maintain their social media marketing to strengthen their products purchase
decision.