Analysis Of Effect Of Word Of Mouth On Interest Of Buy Consumer Ice Cream Brand Aice (Case study on the general public especially in the Surakarta region)

Ar-Rafi, Afif Nashir and , Dr. Anton Agus S, SE., M. Si., (2018) Analysis Of Effect Of Word Of Mouth On Interest Of Buy Consumer Ice Cream Brand Aice (Case study on the general public especially in the Surakarta region). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The objective of this research is to analyze the effect of word of mouth on Consumer Purchase Intention at AICE ice cream brand. This research applied quantitative approach. The sample of this research is 150 consumers who are domiciled in Surakarta, collected using non-probability sampling and purposive technique. This research instrument uses a questionnaire that filed directly by the respondents, the consumer of AICE ice cream brand. The terst in this study using SPSS version 20. In a linear multiple regression analysis, known that the variable word of mouth has positives significant effect on Consumer Purchase Intention. T test resume of the word of mouth obtained sig.< 0.05, partially independent variables positive effect on the dependent variable is received. F test showed that all varibles independently has positive effect on the dependent variable was received. Determination of coefficient (R2) shows that word of mouth were able to influence the purchase intention at AICE ice cream brand by 39.9% and the reamining 60.1% explained by factor or other variable outside of the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Word of Mouth, Purchase Intention
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AFIF NASHIR AR RAFI
Date Deposited:	11 Jan 2018 07:42
Last Modified:	11 Jan 2018 07:42
URI:	http://eprints.ums.ac.id/id/eprint/58095

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