Hidayati, HosiannaAyu (2013) Faktor - Faktor Yang Membentuk Komunikasi Word Of Mouth Dan Pengaruhnya Terhadap Keputusan Pembelian (Studi Pada Konsumen Ketan Legenda Batu ). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang membentuk komunikasi Word of Mouth dan untuk mengetahui pengaruh faktor-faktor dalam komunikasi Word of Mouth terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory research. Penelitian ini dilakukan pada konsumen Ketan Legenda Batu dengan jumlah sampel sebanyak 116 orang responden. Metode pengumpulan data dilakukan dengan menggunakan kuesioner. Data yang telah diperoleh kemudian dianalisis dengan deskriptif, analisis faktor dan analisis regresi. Hasil penelitian menunjukkan, terbentuk 2 faktor baru yakni Faktor Pelayanan dari variabel Organic Word of Mouth dan Faktor Cita Rasa dari variabel Amplified Word of Mouth . Kedua faktor secara bersama-sama signifikan terhadap Keputusan Pembelian akan tetapi secara parsial menunjukkan Faktor Pelayanan lebih berpengaruh dominan. Organic Worth of Mouth memiliki pengaruh dominan ditunjukkan juga dengan kelompok responden terbanyak dalam penelitian ini berasal dari kota lainnya diluar Malang maupun Batu.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2013/379/051308656 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 11 Oct 2013 14:06 |
| Last Modified: | 22 Oct 2021 01:10 |
| URI: | http://repository.ub.ac.id/id/eprint/115936 |
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