Nugroho, Denny Widayanto (2017) Pengaruh Atribut Produk dan Word of Mouth Terhadap Keputusan Pembelian (Survei pada Konsumen mobil Daihatsu Xenia di Astra Daihatsu Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengauh atribut produk dan word of mouth secara bersama-sama terhadap keputusan pembelian, (2) pengaruh atribut produk secara parsial terhadap keputusan pembelian, (3) pengaruh word of mouth secara parsial terhadap keputusan pembelian, (4) variabel mana yang berpengaruh dominan terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Atribut Produk, Word of Mouth dan Keputusan Pembelian. Populasi penelitian ini adalah konsumen mobil Daihatsu Xenia di Astra Daihatsu Malang. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan Analisis Inferensial (Regresi Linier Berganda dan Regresi Parsial) Hasil analisis regresi menunjukkan bahwa Atribut Produk (X1) dan Word of Mouth (X2) berpengaruh signifikan secara bersama-sama terhadap keputusan pembelian (Y), Atribut Produk (X1) berpengaruh signifikan secara parsial terhadap keputusan pembelian (Y), Word of Mouth (X2) berpengaruh signifikan secara parsial terhadap keputusan pembelian (Y), Word of Mouth (X2) berpengaruh dominan terhadap Keputusan Pembelian (Y). Berdasarkan hasil penelitian diharapkan pihak Astra Daihatsu dapat mempertahankan kualitas produk dan pelayanan, sehingga keputusan pembelian dapat meningkat.
English Abstract
The research aims to (1) describe the influence of the products and word of mouth together against the decision of the purchase, (2) The effect of the attribute product in a partial on the purchasing decision, (3) The effect of word of mouth in a partial on the purchasing decision, (4) variable that's where the powerful dominant against the decision of the purchase. This is explanatory research with quantitative approach. The variables in this study include Attribute Product (X1), Word of Mouth (X2) and Purchase Decision (Y). The population of this research is the consumer car Daihatsu Xenia in Astra Daihatsu of Malang, The samples used in this study as many as 100 respondents who was taken by using purposive sampling and methods of collecting data using a questionnaire. The analysis of data used is the analysis of descriptive and Analysis Inferensial (Regresi Linier Berganda and Regresi Parsial). The analysis of the regression that Up Attribute Product (X1) and Word of Mouth (X2) have a significant effect jointly to the purchasing decision (Y), Up The Attribute Product (X1) have a significant effect on a partial on the purchasing decision (Y), Word of Mouth (X2) have a significant effect on a partial on the purchasing decision (Y), Word of Mouth (X2) a dominant against the Purchase (Y). Based on research results expected the Astra Daihatsu be able to maintain the quality of the products and services, so that the purchasing decision can be increased.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/309/051804458 |
| Uncontrolled Keywords: | Atribut Produk, Word of Mouth, Keputusan Pembelian-Attribute Product, Word of Mouth, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 29 Oct 2019 08:16 |
| Last Modified: | 25 Oct 2021 04:47 |
| URI: | http://repository.ub.ac.id/id/eprint/165695 |
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