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UEU » Journal » Manajemen Posted by [email protected] at 23/03/2021 09:59:05 • 351 Views
PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN NESCO MULTICHECK DI PT HAFIDZ MEDIKA, JAKARTA PUSAT)Created by :
Amalia Rizka Putri ( 201311330 ) Endang Ruswanti
Subject: | KUALITAS CITRA PEMBELIAN | Alt. Subject : | QUALITY IMAGE PURCHASE | Keyword: | kualitas produk citra merek word of mouth keputusan pembelian |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek, dan word of mouth terhadap keputusan pembelian produk: Studi kasus pada konsumen Nesco Multicheck di PT Hafidz Medika, Jakarta Pusat. Variabel independen yang diteliti adalah kualitas produk, citra merek dan word of mouth, sedangkan variabel dependet adalah keputusan pembelian. Populasi dari penelitian ini adalah seluruh konsumen Nesco Multicheck di PT Hafidz Medika, Jakarta Pusat yang jumlahnya tidak diketahui secara pasti. Sampel penelian ini adalah 150 responden dengan metode hair. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah Regresi Linier Berganda. Hasil menunjukan bahwa kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian, citra merek mempunyai pengaruh signifikan terhadap keputusan pembelian dan word of mouth memiliki pengaruh signifikan terhadap keputusan pembelian. Selain itu hal penelitian menunjukan bahwa kualitas produk, citra merek dan word of mouth secara bersama-sama (simultan) memiliki pengaruh signifikan terhadap keputusan pembelian. Faktor yang paling dominan dari ketiga variabel bebas tersebut adalah variabel kualitas produk.
Alt. Description
The purpose at this research is to determine the effect of product quality, brand image, and word of mouth on product purchasing decisions: A case study on consumer Nesco Multicheck PT Haafiz Medika, Central Jakarta. The independent variables studied were the product quality, brand image and word of mouth, while variable dependet is purchasing decisions. The population of this research are all consumers Nesco Multicheck PT Haafiz Medika, Central Jakarta whose number is not known for certain. Samples are 150 respondents with method of hair sampling. The sampling method used in this research is Multiple Linear Regression. The results showed that the quality of the product has a significant influence on purchasing decisions, the brand image has significant influence on purchasing decisions, and word of mouth has a significant influence on purchasing decisions. In addition, it studies show that product quality, brand image and word of mouth together (simultaneously) has significant influence on purchasing decisions. The most dominant factor of three independent variable is the variable quality of the product.
Date Create | : | 23/03/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_1005 | Collection ID | : | 11_1005 |
Source : Jurnal Inovisi Volume 12 Nomor 2, Oktober 2016
Relation Collection: Fakultas Teknik
Coverage : Civitas Akademika Universitas Esa Unggul
Rights : @2021 Perpustakaan Universitas Esa Unggul
Publication URL : https://digilib.esaunggul.ac.id/pengaruh-kualitas-produk-citra-merek-dan-word-of-mouth-terhadap-keputusan-pembelian-studi-kasus-konsumen-nesco-multicheck-di-pt-hafidz-medika-jakarta-pusat-19429.html
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