Mulyadi, Cindy Silviani (2021) PENGARUH WORD OF MOUTH, PERCEIVED FOOD QUALITY DAN LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI NYEMIL WOY, JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Berkembangnya bisnis kuliner beberapa tahun belakang memicu munculnya pengusaha-pengusaha baru. Banyaknya tempat makan, kedai, warung atau café yang bermunculan membuat persaingan di bidang kuliner semakin ketat. Penelitian ini bertujuan untuk menguji pengaruh word of mouth, perceived food quality dan labelisasi halal terhadap keputusan pembelian di Kedai Nyemilwoy, Jakarta. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif, yang diukur dengan menggunakan metode regresi linier berganda dengan bantuan SPSS 25.00. Populasi dari penelitian ini konsumen Kedai Nyemilwoy. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sampel sebanyak 110 responden. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan metode survei. Hasil penelitian membuktikan bahwa (1) Word of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (2) Perceived Food Quality berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan (3) Labelisasi Halal tidak berpengaruh signifikan terhadap Keputusan Pembelian. ABSTRACT The development of the culinary business in the past few years has triggered the emergence of new entrepreneurs. The number of places to eat, stalls, stalls or cafes that have sprung up has made competition in the culinary field even tighter. This study aims to examine the effect of word of mouth, perceived food quality and halal labeling on purchasing decisions at Kedai Nyemilwoy, Jakarta This research uses descriptive research with a quantitative approach, which is measured using multiple linear regression with the help of SPSS 25.00. The population of this study is the consumers of Kedai Nyemilwoy. The sample was determined based on the purposive sampling method, with a total sample of 110 respondents. The data used in this study are primary data. The data collection technique used the survey method. The results prove that (1) Word of Mouth has a positive and significant effect on Purchasing Decisions, (2) Perceived Food Quality has a positive and significant effect on Purchasing Decisions, and (3) Halal labeling has no significant effect on Purchasing Decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ms CINDY SILVIANI MULYADI | ||||||||
| Date Deposited: | 13 Jan 2022 03:42 | ||||||||
| Last Modified: | 13 Jan 2022 03:42 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6809 |
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