Yuliana, Yuliana (2024) PENGARUH WORD OF MOUTH, BRAND IMAGE, HARGA, KEBERAGAMAN PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA NESYA DRINK (Studi Kasus Pada Konsumen Nesya Drink Tanggul). Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT The research aims to determine the influence of Word of Mouth, Brand Image, Price, Product Diversity and Product Quality partially and simultaneously on Nesya Drink Purchasing Decisions. This research is a type of research that uses quantitative research methods. The data collection method in this research uses a survey method by distributing questionnaires to the research sample in question. Questionnaires were given to Nesya Drink consumers. The sampling technique used in this research was purposive sampling. The data analysis methods used are Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, multiple linear regression analysis test, t-test and F-test. The research results show that the Word of Mouth variable does not significantly influence the Purchasing Decision variable, the Brand Image variable does not significantly influence the Purchasing Decision variable, the Price variable does not significantly influence the Purchasing Decision variable, the Product Diversity variable does not significantly influence the Purchasing Decision variable and the Product Quality variable has a significant effect on the Purchasing Decision variable. The magnitude of the influence of Word of Mouth, Brand Image, Price, Product Diversity and Product Quality (Adjusted R2) is 31.8% Keywords: word of mouth, brand image, price, product diversity and product quality, purchasing decisions

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 06:33
Last Modified:	10 Feb 2025 06:33
URI:	http://repo.itsm.ac.id/id/eprint/1259

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