Mareta, Nella L. and Lusy Deasyana Rahma Devita,, SAB., MAB. (2023) Pengaruh Word of Mouth dan Citra Merek Terhadap Keputusan Pembelian (Survei pada Konsumen Gerai Sociolla di Mall Olympic Garden Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) Mengetahui dan menguji pengaruh variabel Word of Mouth (X1) terhadap Keputusan Pembelian (Y). 2) Mengetahui dan menguji pengaruh variabel Citra Merek (X2) terhadap Keputusan Pembelian (Y). 3) Mengetahui dan menguji pengaruh Word of Mouth (X1), dan Citra Merek (X2) terhadap Keputusan Pembelian (Y). Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini ada tiga, yaitu Word of Mouth (X1), Citra Merek (X2), dan Keputusan Pembelian (Y). Pengumpulan data pada penelitian ini diperoleh melalui penyebaran kuesioner pada konsumen gerai Sociolla di Mall Olympic Garden Kota Malang. Konsumen didalam penelitian ini memiliki kriteria berusia 18-30 tahun, berjenis kelamin perempuan dan pernah melakukan pembelian minimal 5 bulan terakhir di gerai Sociolla Mall Olympic Garden Kota Malang. Sampel dalam penelitian ini berjumlah 116 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif statistik dan analisis linier berganda. Pengolahan data dalam penelitian ini menggunakan SPSS 26 for Windows. Hasil analisis regresi linear berganda menunjukan bahwa (1) variabel Word of Mouth (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), (2) variabel Citra Merek (X2) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian (Y), dan (3) variabel Word of Mouth (X1) dan Citra Merek (X2) secara simultan (bersama) berpengaruh signifikan terhadap Keputusan Pembelian (Y).
English Abstract
This Study aims to: 1) Know and test the effect of Word of Mouth variable (X1) on Purchase Decision (Y) . 2) Know and test the effect of Brand Image (X2) on Purchase Decision (Y). 3) Know and test the effect of Word of Mouth (X1), and Brand Image (X2) on Purchase Decision (Y). This research uses explanatory research with a quantitative approach. There are three variables in this study, namely Word of Mouth (X1), Brand Image (X2), and Purchase Decision (Y). Data collection in this study was obtained by distributing questionnaires to consumers at Sociolla outlets at the Olympic Garden Mall, Malang City. Consumers in this study have the criteria of being 18-30 years old, female and having made a purchase for at least the last 5 months at Sociolla Mall Olympic Garden outlets in Malang City. The sample in this study amounted to 116 respondents. The sampling technique used was purposive sampling. The data analysis used is descriptive statistical analysis and multiple linear analysis. Data processing in this study uses SPSS 26 for Windows. The results of multiple linear regression analysis show that (1) the word of mouth variable (X1) partially has a significant effect on purchasing decisions (Y), (2) brand image variable (X2) partially has a significant effect on purchasing decisions (Y), and (3) Word of Mouth (X1) and Brand Image (X2) variables simultaneously (together) have a significant effect on Purchase Decision (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030803 |
| Uncontrolled Keywords: | Word of Mouth, Citra Merek, Keputusan Pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 22 Jan 2024 07:15 |
| Last Modified: | 22 Jan 2024 07:15 |
| URI: | http://repository.ub.ac.id/id/eprint/211858 |
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