Juniantoko, Ardy Dwi (2017) Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Waroeng Latte dan The Cemiland di Kota Madiun). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh variabel Word of Mouth terhadap variabel Minat Beli; (2) pengaruh variabel Word of Mouth terhadap variabel Keputusan Pembelian.; (3) pengaruh variabel Minat Beli terhadap variabel Keputusan Pembelian. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel penelitian ini sebanyak 116 orang responden yang merupakan konsumen Waroeng Latte dan The Cemiland. Teknik pengambilan sampel menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebar angket penelitian. Analisis data yang digunakan yaitu analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukan bahwa: (1) variabel Word of Mouth (X1) memiliki pengaruh signifikan terhadap Minat Beli (Y1) dengan koefisien jalur beta sebesar 0,818: (2) variabel Word of Mouth (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y2) dengan koefisien beta sebesar 0,299; (3) variabel Minat Beli (Y1) berpengaruh signifikan terhadap Keputusan Pembelian (Y2) dengan koefisien beta sebesar 0,587. Berdasarkan hasil penelitian ini maka disarankan untuk Waroeng Latte dan The Cemiland supaya mempertahankan serta meningkatkan pelayanan dan kualitas produknya karena konsumen yang merasa puas terhadap pelayanan akan mempromosikan melalui word of mouth. Selain itu, word of mouth mempunyai pengaruh signfikan terhadap Minat Beli dan Keputusan.
English Abstract
This study aims to determine: (1) the influence of Word of Mouth variable on Buy Interest variable; (2) the influence of Word of Mouth variable on Purchase Decision variable; (3) the effect of Buy Interest variable to the variable of Purchase Decision. The type of research used is explanatory research (explanatory research) with quantitative approach. Samples of this study were 116 respondents who are consumers Waroeng Latte and The Cemiland. The sampling technique used purposive sampling technique. Data collection methods used in this study is to spread the questionnaire research. Data analysis used is descriptive analysis and path analysis. A significant influence on Buy Interest (Y1) with a beta path coefficient of 0.818: (2) Word of Mouth variable (X1) has significant effect on Purchase Decision (Y2) with a beta coefficient of 0.299; (3) Buy Interest variable (Y1) has a significant effect on Purchase Decision (Y2) with beta coefficient of 0,587. Based on the results of this study it is advisable to Waroeng Latte dan The Cemiland in order to maintain and improve service and product quality because consumers who feel satisfied with the service will promote through word of mouth. In addition, word of mouth has a significant influence on Buying Interest and Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1189/051800098 |
| Uncontrolled Keywords: | Word of Mouth, Minat Beli, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 29 Jan 2018 02:39 |
| Last Modified: | 26 Oct 2021 01:45 |
| URI: | http://repository.ub.ac.id/id/eprint/8500 |
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