PENGARUH PENGETAHUAN PRODUK, WORD OF MOUTH DAN CITRA MEREK TERHADAP MINAT BELI MIE INSTAN SAMYANG

PUADAH, ANI SRI (2018) PENGARUH PENGETAHUAN PRODUK, WORD OF MOUTH DAN CITRA MEREK TERHADAP MINAT BELI MIE INSTAN SAMYANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of the research to test whether the product knowledge, word of mouth and brand image affect the buying intention to instant noodles Samyang. The object of research is the people of West Jakarta who have never consumed instant noodles Samyang. This research was conducted on 145 respondents by using survey technique with questionnaire distribution tool. This type of research is quantitative causal with non probability purposive type. The data instrument uses SEM statistical method of SmartPLS software version 3.0. The result of this research showed that in persial, product knowledge variables have a significant effect on buying intention, word of mouth variables significant effect on buying intention and brand image variables significantly influence the buying intention. Keyword : Product Knowledge, Word of Mouth, Brand Image, and Buying Intention Tujuan Penelitian ini adalah untuk menguji apakah pengetahuan produk, word of mouth dan citra merek berpengaruh secara signifikan terhadap minat beli mie instan samyang. Objek penelitian ini adalah masyarakat Jakarta Barat yang belum pernah mengkonsumsi mie instan samyang. Penelitian ini dilakukan terhadap 145 responden dengan menggunakan teknik survey dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probability purposive. Instrumen data dengan menggunakan metode statistik SEM software SmratPLS versi 3.0. Hasil penelitian ini menunjukan bahwa secara parsial, variabel pengetahuan produk berpengaruh signifikan terhadap minat beli, variabel word of mouth berpengaruh signifikan terhadap minat beli, dan variabel citra merek berpengaruh signifikan terhadap minat beli. Kata kunci: Pengetahuan Produk, Word of Mouth, Citra Merek dan Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 449
Call Number: SE/31/18/544
NIM: 43115110234
Uncontrolled Keywords: Pengetahuan Produk, Word of Mouth, Citra Merek dan Minat Beli
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 19 Dec 2018 04:17
Last Modified: 09 Jan 2019 06:24
URI: http://repository.mercubuana.ac.id/id/eprint/46187

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