Analisis Pengaruh Harga, Promosi Dan Word Of Mouth Terhadap Keputusan Pembelian

Kumala, Monica Prabashinta Listya and -, Dr. Edy Purwo Saputro, S.E,. M.Si (2020) Analisis Pengaruh Harga, Promosi Dan Word Of Mouth Terhadap Keputusan Pembelian. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Research on the effect of price, promotion and word of mouth on purchasing decisions is interesting to study because the findings of a number of studies show mixed results. The purpose of this research is to determine the effect of price, promotion and word of mouth on the purchasing decision of Baso Aci Neng Geulis, Muhammadiyah University, of Surakarta. Regression analysis was used to answer the research objectives with a sample of 108 consumers of Baso Aci Neng Geulis Muhammadiyah University of Surakarta. The method used in this study is to use a questionnaire and using a Likert measurement scale. The findings of this research provide an overview of the influence of prices, promotions, word of mouth, although they are also influenced by other factors related to the purchasing decision of Baso Aci Neng Geulis Muhammadiyah University of Surakarta. Limitations of research and suggestions submitted to be considered in future research.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	price, promotion, word of mouth (WOM), purchasing decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MONICA PRABASHINTA LISTYA KUMALA
Date Deposited:	25 Jul 2020 06:48
Last Modified:	25 Jul 2020 06:48
URI:	http://eprints.ums.ac.id/id/eprint/83732

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