SARIF, HIDAYAT (2025) PENGARUH CITRA MEREK, WORD OF MOUTH, KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA MIE AYAM BAKSO SOLO WONOGIRI KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study aims to analyze the influence of Brand Image (X1), Word of mouth (X2), Product quality (X3), Price (X4), and Location (X5) on Purchasing decisions (Y). Quantitative research methods are used by collecting data through questionnaires on 60 respondents selected using Accidental sampling techniques. Data analysis was carried out using multiple linear regression analysis, including validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, coefficient of determination, t-test (partial), and F-test (simultaneous). The results of the t-test indicate that the Brand Image Variable (X1) partially does not affect the Purchasing Decision (Y). The Word of mouth variable (X2), partially affects the Purchasing Decision (Y). The Product Quality variable (X3), partially does not affect the Purchasing Decision (Y). The Price variable (X4), partially affects the Purchasing Decision (Y). The Location variable (X5) partially does not affect the Purchasing Decision (Y). All variables Brand image (X1), Word of mouth (X2), Product quality (X3), Price (X4), and Location (X5) simultaneously influence the Purchase decision (Y). Keywords : Brand image, Word of mouth, Product quality, Price, and Location Purchase decision (Y).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:30 |
| Last Modified: | 17 Apr 2026 09:30 |
| URI: | http://repo.itsm.ac.id/id/eprint/1748 |
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