Babgae, Fahmi and Lusy Deasyana Rahma Devita,, SAB., MAB (2022) Pengaruh Brand Image dan Word of Mouth terhadap Purchase Decision (Survei pada Pengguna Jasa Bengkel Las Randy Anugerah Mandiri Kota Madiun). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Brand Image terhadap Purchase Decision, (2) mengetahui dan menjelaskan pengaruh Word of Mouth terhadap Purchase decision, dan (3) mengetahui dan menjelaskan pengaruh Brand Image dan Word of Mouth terhadap Purchase decision. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel yang diteliti meliputi Brand Image (X1), Word of Mouth (X2), dan Purchase Decision (Y). Populasi penelitian ini adalah pengguna jasa bengkel las randi anugerah mandiri. 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 pengguna jasa bengkel las randy anugerah mandiri, pernah mendapatkan rekomendasi dari keluarga atau teman untuk menggunakan jasa bengkel las randy anugerah mandiri, dan pernah menggunakan layanan bengkel las randy anugerah mandiri. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Berdasarkan hasil penelitian ini diketahui bahwa variabel Brand Image (X1) secara parsial berpengaruh positif dan signifikan terhadap variabel Purchase Decision (Y), variabel Word of Mouth (X2) secara parsial memiliki pengaruh yang signifikan dan positif terhadap Purchase Decision (Y). Variabel Word of Mouth (X2) mempunyai pengaruh yang paling dominan terhadap Purchase Decision (Y).
English Abstract
This study aims to (1) find out and explain the influence of Brand Image on Purchase Decisions, (2) find out and explain the influence of Word of Mouth on Purchase decisions, and (3) identify and explain the influence of Brand Image and Word of Mouth on Purchase decisions. The type of research used is explanatory research with a quantitative approach. The variables studied included Brand Image (X1), Word of Mouth (X2), and Purchase Decision (Y). The population of this research is the service users of the independent welding workshop randi boon. The sample used in this study were 116 respondents with a questionnaire research instrument. The sampling technique used was purposive sampling with the sample criteria being users of the independent Randy Grace welding workshop service, having received recommendations from family or friends to use the independent Randy Grace welding workshop service, and having used the independent Randy Grace welding workshop service. The data analysis used is descriptive analysis and path analysis. Based on results of this study indicate that the effect of Brand Image (X1) partially has a positive and significant effect on Purchase Decision (Y), Word of Mouth (X2) partially has a positive and significant effect on Purchase Decision (Y). Word of Mouth (X2) have dominant effect to Purchase Decision (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030208 |
| Uncontrolled Keywords: | Brand Image, Word of Mouth , Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 25 May 2023 02:44 |
| Last Modified: | 25 May 2023 02:44 |
| URI: | http://repository.ub.ac.id/id/eprint/200305 |
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Text (DALAM MASA EMBARGO)
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