Elva, Puspa Trismaya (2023) PENGARUH WORD OF MOUTH , BRAND IMAGE, HARGA, KEBERAGAMAN PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIXUE DI JEMBER. Skripsi thesis, INSTITUT TEKNOLOGI DAN SAINS MANDALA.

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Abstract

ABSTRACT The study entitled: The Influence of Word of Mouth, Brand Image, Price, Product Diversity, and Product Quality on Mixue Purchasing Decisions. This study aims to determine the effect of partial and simultaneous independent variables on the dependent variable. The population in this research is the customer of Mixue street Sumatra Jember. The sample used was 60 respondents obtained from the Roscoe formula (Sugiyono). The sampling technique used is purposive sampling. By using quantitative analysis methods, namely validity and reliability tests, classical assumption tests, multiple linear regression analysis, t tests and f tests and the coefficient of determination with the help of SPSS 20. Based on data analysis, the results showed that the indicators in this study were valid and reliable. In the classical assumption test the data is normally distributed, there is no heteroscedasticity and multicollinearity. In the word of mouth hypothesis test, price, product diversity, and product quality have no significant effect on purchasing decisions. And the brand image hypothesis test has a significant influence on purchasing decisions. Keywords: Word of Mouth, Brand Image, Price, Product Diversity, Product Quality, and Purchase Decision.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:25
Last Modified:	10 Feb 2025 05:25
URI:	http://repo.itsm.ac.id/id/eprint/964

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