ABSTRAK
Fitri Fitrianingroom, Nomor Induk Mahasiswa 20200510189. Judul Skripsi
“PENGARUH WORD OF MOUTH DAN CITRA MEREK
TERHADAP KEPUTUSAN PEMBELIAN AQUA (Survey pada Masyarakat
Kecamatan Jalaksana)”. Pembimbing Bapak Dr. Vigory Gloriman Manalu,
S.E., M.M dan Bapak Januar Habibi Mahsyar, S.E., M.M. Program Studi
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kuningan, 2024.
Penelitian ini bertujuan untuk mengetahui pengaruh : (H1) Word Of Mouth
terhadap Keputusan Pembelian, (H2) Citra Merek terhadap Keputusan Pembelian,
(H3) Word Of Mouth dan Citra Merek terhadap Keputusan Pembelian konsumen
Aqua. Penelitian ini menggunakan kuesioner dengan pengukuran skala interval
sebagai instrumennya. Populasi penelitian ini adalah konsumen Aqua. Sampel
diambil sebanyak 100 responden dengan menggunakan teknik Purposive Sampling,
yaitu sebuah teknik penentuan sampel dengan pertimbangan tertentu. Kemudian
dilakukan analisis kuantitatif meliputi uji instrumen, uji asumsi klasik, dan uji
hipotesis. Teknik analisis yang digunakan adalah analisis regresi linier berganda.
Data hasil penelitian diolah menggunakan aplikasi SPSS 21. Hasil penelitian
menunjukkan bahwa : (H1) Word Of Mouth berpengaruh positif dan signifikan
terhadap Keputusan Pembelian. (H2) Citra Merek berpengaruh positif dan
signifikan terhadap Keputusan Pembelian. (H3) Word Of Mouth dan Citra Merek
berpengaruh secara simultan terhadap Keputusan Pembelian.
Kata Kunci :Word Of Mouth, Citra Merek, Keputusan Pembelianii
ABSTRACT
Fitri Fitrianingroom, Student Identification Number 20200510189. Thesis Title "THE
INFLUENCE OF WORD OF MOUTH AND BRAND IMAGE
REGARDING THE DECISION TO PURCHASE AQUA (Survey of Jalaksana District
Communities)”. Supervisor Mr. Dr. Vigory Gloriman Manalu, S.E., M.M and Mr.
Januar Habibi Mahsyar, S.E., M.M. Management Study Program, Faculty of Economics
and Business, Kuningan University, 2024.
This research aims to determine the influence of: (H1) Word of Mouth on
Purchasing Decisions, (H2) Brand Image on Purchasing Decisions, (H3) Word of Mouth
and Brand Image on Purchasing Decisions of Aqua consumers. This research uses a
questionnaire with interval scale measurements as the instrument. The population of this
research is Aqua consumers. The sample was taken from 100 respondents using the
Purposive Sampling technique, which is a technique for determining samples with certain
considerations. Then quantitative analysis was carried out including instrument testing,
classical assumption testing, and hypothesis testing. The analysis technique used is multiple
linear regression analysis. The research data was processed using the SPSS application
21. The research results show that: (H1) Word of Mouth has a positive and significant
effect on purchasing decisions. (H2) Brand image has a positive and significant effect on
purchasing decisions. (H3) Word of Mouth and Brand Image simultaneously influence
purchasing decisions.
Keywords: Word of Mouth, Brand Image, Purchasing Decisions