Pengaruh Kecintaan Merek Dan Kepercayaan Merek Terhadap Keputusan Pembelian Yang Dimoderasi Oleh Wom

NURULLOH, ILLHAM and -, Dr. Rini Kuswati, S.E., M.Si (2021) Pengaruh Kecintaan Merek Dan Kepercayaan Merek Terhadap Keputusan Pembelian Yang Dimoderasi Oleh Wom. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (579kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (749kB)
	PDF (Bab I) BAB I.pdf Download (163kB)
	PDF (Bab II) BAB II.pdf Download (213kB)
	PDF (Bab III) BAB III.pdf Download (250kB)
	PDF (Bab IV) BAB IV.pdf Download (404kB)
	PDF (Bab V) BAB V.pdf Download (157kB)
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (220kB)
	PDF (Lampiran) LAMPIRAN.pdf Download (631kB)
	PDF (Surat Pernyataan Publikasi) SURAT PERNYATAAN PUBLIKASI.pdf Download (155kB)

Abstract

This study tries to analyze the effect of brand love and brand trust on purchasing decisions moderated by WOM. This study uses a sample of 120 individuals who have purchased a Honda motorcycle. The sample selection method used purposive sampling and the data used were primary data in the form of a questionnaire. The data analysis method used is moderated regression analysis using variables, namely brand love, brand trust, WOM and purchasing decisions. The results showed that brand love had a significant positive effect on purchasing decisions with t test results with a significance value of 0.003 less than 0.05, brand trust had a significant positive effect on purchasing decisions with t test results with a significance value of 0.032 greater than 0.05, WOM had a significant positive effect. on purchasing decisions with t test results with a significance value of 0.002 less than 0.05, brand love moderated by WOM has a significant positive effect on purchasing decisions with t test results with a significance value of 0.000 less than 0.05, and brand trust moderated by WOM has a positive effect significant on purchasing decisions with t test results with a significance value of 0.000 less than 0.05. Adjusted R Square value of 0.455 indicates that variations in changes in brand love (X1), brand trust (X2) and WOM (Z) are able to explain variations in changes in purchasing decision variables (Y) by 45.5% while the remaining 54.5% is explained by other variables outside the model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Keywords : Brand love, brand trust, WOM, purchase decisions
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ILHAM NURULLOH
Date Deposited:	14 Aug 2021 07:25
Last Modified:	14 Aug 2021 07:25
URI:	http://eprints.ums.ac.id/id/eprint/93301

Actions (login required)

View Item