PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SAKARA COFFEE

BAHRI, SAIPUL (2022) PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN SAKARA COFFEE. Strata 1 thesis, universitas teknokrat indonesia.

[img] Text (FULL SKRIPSI)
skripsi18411233.pdf - Published Version
Download (1MB)
[img] Text (BAB I - PENDAHULUAN)
b118411233.pdf - Published Version
Download (576kB)
[img] Text (BAB 2 - LANDASAN TEORI)
b218411233.pdf - Published Version
Download (382kB)
[img] Text (ABSTRAK)
abstrak18411233.pdf - Published Version
Download (187kB)
[img] Text (DAFTAR PUSTAKA)
daftar_pustaka18411233.pdf - Bibliography
Download (302kB)

Abstract

Abstract This research is to test Brand Image and Word of Mouth on Purchasing Decisions of Sakara Coffee Consumers. The population in this study were Sakara Coffee consumers and the sample used the Random Purposive Sampling formula. This formula is used to determine the sample size of 100 consumers. The results of this study indicate that the Brand Image and Word of Mouth Variables have a Partial Positive and Significant Influence on Purchase Decisions on Sakara Coffee Consumers. The results of this study also show that Brand Image and Word of Mouth simultaneously have a positive and significant effect on purchasing decisions. Meanwhile, based on the Coefficient of Determination that Brand Image (X1) and Word of Mouth (X2) on Purchasing Decisions (Y) is 63.5%, while the remaining 36.5% can be explained by other variables that are not explained in this this research. Keywords: Brand Image, Word of Mouth and Consumer Purchase Decision. Abstrak Penelitin ini untuk menguji Brand Image dan Word of Mouth Terhadap Keputusan Pembelian Pada Konsumen Sakara Coffee. Populasi pada penelitian ini adalah Konsumen Sakara Coffee dan Sampel menggunakan rumus Random Purposive Sampling. Rumus tersebut di gunakan untuk Menentukan ukuran Sampel sebanyak 100 Konsumen. Hasil penelitian ini Menunjukan bahwa Variabel Brand Image dan Word of Mouth secara Parsial Berpengaruh Positif dan Signifikan Terhadap Keputusan Pembelian pada Konsumen Sakara Coffee. Hasil penelitian ini juga menunjukan bahwa Brand Image dan Word of Mouth secara simultan berpengaruh Positif dan Signifikan Terhadap Keputusan Pembelian. Sedangkan berdasarkan pada Koefisien Determinasi bahwa Brand Image (X1) dan Word of Mouth (X2) Terhadap Keputusan Pembelian (Y) adalah sebesar 63,5 %, Sedangkan sisanya sebesar 36,5% dapat di jeaskan oleh Variabel lainya yang tidak di jelaskan di dalam penelitian ini. Kata Kunci: Brand Image, Word of Mouth dan Keputusan Pembelian Konsumen.

Item Type: Thesis (Strata 1)
Uncontrolled Keywords: Brand Image, Word of Mouth dan Keputusan Pembelian Konsumen.
Subjects: MANAJEMEN > Konflik Dan Manajemen Konflik
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Asep Haikal Kurniawan S.IP., M.A
Date Deposited: 27 Feb 2023 08:08
Last Modified: 27 Feb 2023 08:08
URI: http://repository.teknokrat.ac.id/id/eprint/4445

Actions (login required)

View Item View Item
Teknokrat Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.