Pengaruh Citra Merk, Kualitas Layanan dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian (Studi kasus pada KFC Solo Square, Surakarta)

Yuniningsih, Devi and , Lukman Hakim, S.E., M.Si. (2022) Pengaruh Citra Merk, Kualitas Layanan dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian (Studi kasus pada KFC Solo Square, Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to see the effect of brand image, service quality and word of mouth on purchasing decisions at KFC Solo Square Surakarta. This study uses a quantitative approach. The sample in this study was taken based on consumers who buy KFC Solo Square products, with the number of samples obtained as many as 100 respondents. The data analysis technique used in this study used multiple linear regression with the SPSS version 21.00 tool. The test results show that the variables brand image, service quality and word of mouth have a significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	brand image, service quality, word of mouth, purchase decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management K Law
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEVI YUNININGSIH
Date Deposited:	28 Mar 2022 01:09
Last Modified:	28 Mar 2022 03:25
URI:	http://eprints.ums.ac.id/id/eprint/99111

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