Analisis Pengaruh Word of Mouth Terhadap Keputusan Pembelian Produk Sandal dan Sepatu Merek Bata yang Dimediasi Oleh Citra Merek

Dody Wibisono, Andhika and , DR.Syamsudin, M.M (2021) Analisis Pengaruh Word of Mouth Terhadap Keputusan Pembelian Produk Sandal dan Sepatu Merek Bata yang Dimediasi Oleh Citra Merek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of word of mouth on purchasing decisions for sandals and brick shoes mediated by brand image. The research method used is a quantitative method used to examine certain populations or samples, namely Muslim consumers who are in the area of the former Surakarta Residency. Sampling was done by non-probability method with the number of respondents as many as 100 respondents and the data used was primary data in the form of a questionnaire. The data analysis method used is tiered regression analysis, mediation testing and hypothesis testing in this study using Hayes' PROCESS Macro on SPSS 20 for Windows. The results of this study indicate that (1) word of mouth has a positive and significant effect on purchasing decisions, this is evidenced by the tcount > ttable value and p-value < 0.05. (2) word of mouth has a positive and significant effect on brand image, this is evidenced by the value of tcount > ttable value and p-value <0.05. (3) brand image has a positive and significant effect on purchasing decisions, this is evidenced by the value of tcount > ttable value and p-value <0.05. (4) image mediates (partial mediated) word of mouth on purchasing decisions, this is evidenced by the significance of word of 2 mouth not exceeding the significance value of purchasing decisions when brand image is regressed together.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	brand image, purchase decision, word of mouth (wom)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANDHIKA DODY WIBISONO
Date Deposited:	16 Aug 2021 07:31
Last Modified:	16 Aug 2021 07:31
URI:	http://eprints.ums.ac.id/id/eprint/93556

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