Achmad Alfi, . (2024) PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI HUBUNGAN ANTARA WORD OF MOUTH DENGAN KEPUTUSAN PEMBELIAN. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (9kB) |
|
Text
AWAL.pdf Download (324kB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (124kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (380kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (297kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (585kB) |
|
Text
BAB 5.pdf Download (79kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (94kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (8kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (203kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (59kB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (506kB) |
Abstract
The aim of this research is to ascertain how customer satisfaction functions as a mediating factor in the relationship between Word of Mouth and purchasing decisions. This quantitative analysis uses surveys with at least 203 consumer responses covering all demographics. Verified and tested questionnaires were used to collect data. The methodology used for data analysis is Structural Equation Modeling (SEM). Research shows that Word of Mouth has a large and beneficial impact on consumer satisfaction. Furthermore, it was found that purchasing decisions are positively and significantly influenced by customer satisfaction. According to mediation analysis, customer satisfaction has a partial mediating role in the relationship between Word of Mouth and purchasing decisions. These results suggest that if customers are satisfied initially, they are more likely to rely on Word of Mouth recommendations when making a purchase. This research adds to knowledge by explaining the mechanisms by which customer happiness influences purchasing decisions. Practically speaking, marketing managers can use the findings of this research to create more effective strategies to increase customer satisfaction levels and utilize Word of Mouth as a powerful marketing weapon.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | .[No.Panggil: 2210121044] [Pembimbing: Prasetyo Hadi] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Faisal Marzuki] |
| Uncontrolled Keywords: | Customer Satisfaction, Word of Mouth, Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | ACHMAD ALFI |
| Date Deposited: | 01 Aug 2024 03:52 |
| Last Modified: | 01 Aug 2024 03:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31930 |
Actions (login required)
 |
View Item |