ARSYAH, AL HIBRAN (2023) PENGARUH KUALITAS PRODUK, IKLAN, PROMOSI PENJUALAN, DAN WORD OF MOUTH (WOM) TERHADAP MINAT BELI KONSUMEN (STUDI PADA PIZZA HUT RESTORAN JEMBER). Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT EFFECT OF PRODUCT QUALITY, ADVERTISING, SALES PROMOTION, AND WORD OF MOUTH (WOM) ON THE INTEREST TO BUY CONSUMERS (STUDY ON PIZZA HUT RESTAURANT JEMBER) Arsyah Al Hibran, Dr. Hary Sulaksono, SE, M.M, Tamriatin Hidayah, SE, M.P arsyahhibran123@gmail.com, hary@stie-mandala.ac.id, titin@stie-mandala.ac.id This study aims to examine the effect of product quality, advertising, sales promotion, and word of mouth (WOM) on consumer buying interest in a study at Pizza Hut Restaurant Jember. The research data was obtained from distributing questionnaires to research objects using a non-probability sampling technique using purposive sampling. This type of research is quantitative. The sample used in this study were consumers who met the criteria in the study with a total of 90 respondents. Data analysis used the Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Coefficient of Determination Test (R2), The t test and F test use the IBM SPSS Statistics 20 program. The results of this study indicate that product quality has a partial effect on consumer buying interest at pizza hut restaurants Jember, this is evidenced by the tcount > ttable (2.239 > 1.988) and a significance value of (0.0028 <0.05). Advertising has no partial effect on consumer buying interest at pizza hut restaurant Jember, this is evidenced by the tcount > ttable (1.283 <1.988) and a significance value of (0.203 > 0.05). Sales promotions have a partial effect on consumer buying interest at pizza hut restaurant Jember, this is evidenced by the tcount > ttable (5.004 > 1.988) and a significance value of (0.000 <0.05). WOM has a partial effect on consumer buying interest at the Jember pizza hut restaurant, this is evidenced by the tcount > ttable (8.209 > 1.988) and a significance value of (0.000 <0.05). Meanwhile, based on the results of simultaneous test statistical calculations, it can be concluded that product quality, advertising, sales promotion, and word of mouth, simultaneously influence consumer buying interest at pizza hut restaurants Jember, this is evidenced by the value of Fcount > Ftable (81, 653 > 2.48) and a significance value of (0.000 <0.05), as well as a coefficient of determination of 0.784 which means that purchasing decisions can be explained by product quality variables, advertising, sales promotion, word of mouth (WOM) of 78.4 % while the rest is explained by other variables not included in this study. Keywords: Product Quality, Advertising, Sales Promotion, Word Of Mouth

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:32
Last Modified:	08 Feb 2025 02:32
URI:	http://repo.itsm.ac.id/id/eprint/899

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