PENGARUH CITRA MEREK KUALITAS PRODUK DAN WOM (WORD OF MOUTH) TERHADAP KEPUTUSAN PEMBELIAN PADA D'TANG COFFEE CIPINANG JAGAL JAKARTA TIMUR

WATI, NUNI KUSUMA (2022) PENGARUH CITRA MEREK KUALITAS PRODUK DAN WOM (WORD OF MOUTH) TERHADAP KEPUTUSAN PEMBELIAN PADA D'TANG COFFEE CIPINANG JAGAL JAKARTA TIMUR. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Perkembangan bisnis kedai kopi atau coffee shop di Indonesia yang begitu cepat membuat persaingan begitu pesat. Para penikmat kopi dihadapkan pada berbagai jenis produk kopi, sehingga banyak kedai kopi atau coffee shop menciptakan produknya dengan berbagai inovasi yang bias membuat konsumen tertarik dengan inovasi tersebut. Tujuan yang diharapkan dari penelitian ini adalah untuk mengetahui pengaruh.citra merek, kualitas produk dan wom terhadap keputusan pembelian pada D’TangCoffee. Jenis penelitian ini menggunakan metode survey dengan menggunakan analisis kuantitatif. Sampel ditentukan berdasarkan metode Purposive Sampling, dengan jumlah sampel sebanyak 100 orang yang menjadi responden. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengumpulan data menggunakan kuesioner yang disebasarkan melalui google form. Pengujian hipotesis menggunakan uji koefisien determinasi, uji t dan uji f. Hasil penelitian ini menunjukkan bahwa (1) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) wom berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) citra merek, kualitas produk dan wom secara bersama-sama berpengaruh dan signifikan terhadap keputusan pembelian. The rapid development of the coffee shop or coffee shop business in Indonesia makes competition so fast. Coffee connoisseursare faced with various types of coffee products, so many coffee shops or coffee shops create their products with various innovations that can make consumers interested in these innovations. The expected purpose of this research is to determine the effect of brand image, product quality and WOM on purchasing decisions at D'Tang Coffee. This type of research uses a survey method using quantitative analysis. The sample was determined based on the purposive sampling method, with a total sample of 100 people who became respondents.The data used in thi sstudy is primary data. The data collection technique used a questionnaire based on google form. Hypothesistesting using the coefficient of determination test, ttest and ftest. There sults of this study indicate that (1) brand image has appositive and significant effect on purchasing decisions. (2) product quality has apositive and significant effect on purchasing decisions. (3) WOM has a positive and significant effect on purchasing decisions.(4) brand image, product quality and WOM together have a significant and significant effect on purchasing decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorNoersanti, LinaNIDN0311017701lina_noersanti@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: NUNI KUSUMA WATI
Date Deposited: 17 Jan 2023 02:35
Last Modified: 17 Jan 2023 02:35
URI: http://repository.stei.ac.id/id/eprint/9462

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