Widodo, Dwi Nanda (2019) Pengaruh Brand Image terhadap Word of Mouth dan Keputusan Pembelian (Survei pada Mahasiswa S1 Fakultas Ilmu Administrasi Universitas Brawijaya Jurusan Administrasi Bisnis Angkatan 2015/2016 yang Membeli Produk Thai Tea Merek Dum-Dum). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Brand Image terhadap Word of Mouth, (2) mengetahui dan menjelaskan pengaruh Word of Mouth terhadap Keputusan Pembelian, dan (3) mengetahui dan menjelaskan pengaruh Brand Image terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang diteliti meliputi Brand Image (X), Word of Mouth (Y1), dan Keputusan Pembelian (Y2). Populasi penelitian ini adalah mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Jurusan Administrasi Bisnis angkatan 2015/2016 yang membeli produk Thai tea merek Dum-Dum. Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden dengan instrumen penelitian kuesioner. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan kriteria sampel yaitu merupakan mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Jurusan Administrasi Bisnis angkatan 2015/2016, pernah mendapatkan rekomendasi dari keluarga atau teman untuk membeli produk Dum-Dum, dan pernah membeli produk Dum-Dum varian rasa Thai tea original. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa (1) Brand Image (X) berpengaruh signifikan terhadap Word of Mouth (Y1), dengan nilai koefisien jalur sebesar 0,449, (2) Word of Mouth (Y1) berpengaruh signifikan terhadap Keputusan Pembelian (Y2), dengan nilai koefisien jalur sebesar 0,289. dan (3) Brand Image (X) berpengaruh signifikan terhadap Keputusan Pembelian (Y2), dengan nilai koefisien jalur sebesar 0,446. Hasil tersebut membuktikan bahwa citra positif yang berusaha dibangun oleh Dum-Dum memperoleh tanggapan yang baik sehingga menimbulkan pengaruh positif terhadap meningkatnya Komunikasi Word of Mouth dan kemudian dapat meningkatkan Keputusan Pembelian oleh konsumen.
English Abstract
This study aims to (1) know and explain the influence of Brand Image on Word of Mouth, (2) know and explain the effect of Word of Mouth on Purchasing Decisions, and (3) know and explain the influence of Brand Image on Purchasing Decisions. The type of research used is explanatory research with a quantitative approach. The variables studied included Brand Image (X), Word of Mouth (Y1), and Purchasing Decisions (Y2). The population of this research is the students of the Faculty of Administrative Sciences, Brawijaya University, Business Administration Department of the 2015/2016 class who bought Dum-Dum brand Thai tea products. The sample used in this study was 116 respondents with questionnaire research instruments. The sampling technique used was purposive sampling with sample criteria, namely the students of the Faculty of Administrative Sciences Universitas Brawijaya Business Administration Department of 2015/2016, had received recommendations from family or friends to buy Dum-Dum products, and had bought Dum-Dum flavored products Original Thai tea. Analysis of the data used is descriptive analysis and path analysis (path analysis). Path analysis shows that (1) Brand Image (X) has a significant effect on Word of Mouth (Y1), with a path coefficient of 0.449, (2) Word of Mouth (Y1) has a significant effect on Purchasing Decisions (Y2), with a path coefficient of 0.289, and (3) Brand Image (X) has a significant effect on Purchasing Decisions (Y2), with a path coefficient of 0.446. These results prove that the positive image trying to be built by Dum-Dum obtains a good response that gives a positive influence on the increase in Word of Mouth Communication and then can increase purchasing decisions by consumers.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/535/051906674 |
| Uncontrolled Keywords: | Brand Image, Word of Mouth, Keputusan Pembelian-Brand Image, Word of Mouth, Purchasing Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 10 Aug 2020 06:36 |
| Last Modified: | 21 Oct 2021 05:30 |
| URI: | http://repository.ub.ac.id/id/eprint/172620 |
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