Fauzi, Refa Ahmad (2025) PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Survei pada konsumen kedai kopi paste Kuningan). S1 / D3 thesis, Universitas Kuningan.

[thumbnail of ABSTRAK] Text (ABSTRAK)
ABSTRAK.pdf
Download (834kB)
[thumbnail of BAB I] Text (BAB I)
BAB I.pdf
Download (439kB)
[thumbnail of BAB II] Text (BAB II)
BAB II.pdf
Restricted to Repository staff only
Download (615kB) | Request a copy
[thumbnail of BAB III] Text (BAB III)
BAB III.pdf
Restricted to Repository staff only
Download (535kB) | Request a copy
[thumbnail of BAB IV] Text (BAB IV)
BAB IV.pdf
Restricted to Repository staff only
Download (492kB) | Request a copy
[thumbnail of BAB V] Text (BAB V)
BAB V.pdf
Download (101kB)
[thumbnail of DAFTAR PUSTAKA] Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf
Download (235kB)
[thumbnail of LAMPIRAN] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Repository staff only
Download (1MB) | Request a copy
Official URL: https://rama.uniku.ac.id

Abstract

Penelitian ini bertujuan untuk menguji : Pengaruh Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Pengambilan data dilakukan dengan penyebaran kuesioner yang diberikan kepada responden, yaitu konsumen kedai kopi paste. Responden dalam penelitian ini sebanyak 100 orang. Analisis data menggunakan teknik Uji Instrumen, Uji Asumsi Klasik, Uji Regresi Linier Berganda dan Pengujian Hipotesis menggunakan program SPSS for Windows
24.0. Hasil penelitian menunjukkan bahwa Word Of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian.
Kata Kunci: Word Of Mouth, Kualitas Produk, Keputusan Pembelian.

This study aims to examine the influence of Word of Mouth and Product Quality on Purchase Decisions. It employs a quantitative approach with a descriptive method. Data collection was conducted through questionnaires distributed to respondents, specifically consumers of Paste coffee shop. The sample consisted of 100 respondents. Data analysis utilized Instrument Test, Classical Assumption Test, Multiple Linear Regression Test, and Hypothesis Testing using SPSS for Windows 24.0. The results indicate that Word of Mouth has a positive and significant effect on Purchase Decisions, and Product Quality also has a positive and significant effect on Purchase Decisions.
Keywords: Word Of Mouth, Product Quality, Purchasing Decisions.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Word Of Mouth, Kualitas Produk, Keputusan Pembelian. Word Of Mouth, Product Quality, Purchasing Decisions.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Refa Ahmad Fauzi
Date Deposited: 24 Feb 2025 01:23
Last Modified: 24 Feb 2025 01:23
URI: https://rama.uniku.ac.id/id/eprint/2466

Actions (login required)

View Item
View Item