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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 12/03/2021 10:25:38 • 330 Views
PENGARUH WORD OF MOUTH, KUALITAS PRODUK DAN HARGA TERHADAP NIAT BELI PADA LIPSTICK MAYBELLINECreated by :
MUTIARA SYAFINA WIDIYA ( 20160101107 )
| Subject: | KUALITAS PRODUK
HARGA
NIAT BELI | | Alt. Subject : | PRODUCT QUALITY
PRICE
BUYING INTENTION | | Keyword: | Word of Mouth
Kualitas Produk
Harga
Niat Beli |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, kualitas produk dan harga terhadap niat beli pada lisptick Maybelline. Populasi dalam penelitian ini adalah seluruh orang yang mengetahui dan menggunakan lipstick Maybelline yang berdomisili Jakarta Barat. Sampel dalam penelitian ini diambil dengan menggunakan Metode Non Probability Sampling dengan menggunakan teknik pengambilan sampel Purposive Sampling sebanyak 100 responden. Metode analisis yang digunakan adalah analisis regresi linear berganda untuk mengetahui pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian dalam penelitian ini menunjukkan bahwa word of mouth, kualitas produk, dan harga secara bersama-sam berpengruh positif dan signifikan terhadap niat beli, word of mouth berpengaruh positif dan signifikan terhadap niat beli, kualitas produk berpengaruh positif dan signifikan terhadap niat beli, dan harga berpengaruh positif dan signifikan terhadap niat beli.
| Contributor | : |
- Prof. Dr. Benny Gunawan,M.Se
| | Date Create | : | 12/03/2021 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101107 | | Collection ID | : | 20160101107 |
Source :
Undergraduate Theses of Economic Departement
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2021 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-word-of-mouth-kualitas-produk-dan-harga-terhadap-niat-beli-pada-lipstick-maybelline-19309.html
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