PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI DEPOK

Ahmad Rizky Firaza, . (2022) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This Research is a quantitative study which aims to determine the effect of brand image, product quality, and word of mouth on purchasing decision. The population in this study are consumers who have purchased and consumed Kopi Kenangan products in Depok. The numbers of samples taken was 75 respondents, with a probability sampling method using purposive sampling method, this research using questionaires to collect its data and used the PLS (Partial Least Square), for the analysis technique using SmartPLS 3.0 software. The results of this study indicate that (1) Brand image has a significant effect on purchasing decision, (2) Product Quality has a significant effect on purchasing decision, (3) Word of mouth has a significant effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810111288] [Pembimbing: Lina Aryani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Diana Triwardhani]
Uncontrolled Keywords: Brand Image, Product Quality, Word Of Mouth, Purchase Decision, Coffee
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Ahmad Rizky Firaza
Date Deposited: 21 Jul 2022 07:58
Last Modified: 05 Aug 2022 06:48
URI: http://repository.upnvj.ac.id/id/eprint/18749

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