Maharani, Nirmala (2017) Pengaruh Word of Mouth, Brand Image, dan Motivasi Terhadap Minat Beli Produk Herbalife Nutrition di kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, brand image, dan motivasi terhadap minat beli pada produk Herbalife Nutrition, di kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel-variabel melalui pengujian hipotesis. Sampel dalam penelitian ini sebanyak 180 responden dengan teknik purposive sampling, yang dituju adalah orang-orang yang belum melakukan pembelian pada produk Herbalife Nutrition namun pernah mendapatkan rekomendasi dari orang lain dan mengetahui informasi. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t. Teknik analisis data menggunakan analisis regresi berganda. Dari hasil pengujian ini dapat disimpulkan bahwa variabel word of mouth, brand image, dan motivasi mempunyai pengaruh positif dan signifikan terhadap minat beli. Selanjutnya, hasil penelitian diharapkan bisa mempunyai implikasi manajerial pada banyak pihak, khususnya pada Herbalife Nutrition di kota Malang, dalam meningkatkan pemasarannya.
English Abstract
This study aims at determine the influence of word of mouth, brand image, and motivation on purchase intention for Herbalife Nutrition products in the Malang city. This explanatory research explains the causal relationship among variables through hypothesis testing. This study involves 180 respondents as its sample selected through purposive sampling technique. The target population is people who have not purchased Herbalife Nutrition products, but yet they have been informed and receive recommendations from others about the product. The research instrument is checked for its validity, reliability, and normality through classical assumption test. The hypothesis testing was performed by using t test. In addition, the data were analyzed by using multiple linear regression analysis. Based on the reserach results, it can be concluded that word of mouth, brand image and motivation have positive and significant impact on purchase intention. Furthermore, the research results are expected to provide managerial implications on some parties, especially for Herbalife Nutrition in Malang city, in increasing its marketing activities
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/484/051708958 |
| Uncontrolled Keywords: | Word of Mouth, Brand Image, Motivasi, Minat Beli pada produk Herbalife Nutrition. |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 03 Oct 2017 00:34 |
| Last Modified: | 24 Sep 2020 01:14 |
| URI: | http://repository.ub.ac.id/id/eprint/3077 |
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2. BAB I.pdf Download (446kB) | Preview |
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3. BAB II.pdf Download (613kB) | Preview |
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