PENGARUH BRAND AWARENESS, PRICE PERSEPTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI MR. KINGKONG BANANA (CABANG JOMBANG)

UTARA, ANGGI BETA (2020) PENGARUH BRAND AWARENESS, PRICE PERSEPTION DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI MR. KINGKONG BANANA (CABANG JOMBANG). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Brand Awareness, Price Perseption dan Electronic Word of Mouth terhadap keputusan pembelian di Mr. Kingkong Banana (cabang Jombang). Sampel yang dipergunakan adalah sebanyak 200 koresponden yang telah melakukan pembelian pisang krispy di Mr.Kingkong Banana (cabang Jombang). Skala Pengukuran dalam penelitian ini menggunakan skala likert dan data diolah menggunakan metode SEM-PLS (Partial Least Square) untuk menguji semua hubungan antar variable Brand Awareness, Price Perseption dan Electronic Word of Mouth terhadap variabel Keputusan Pembelian. Hasil dari penelitian ini menunjukkan bahwa Brand Awareness, Price Perseption dan Electronic Word of Mouth memiliki hubungan yang positif dan signifikan terhadap keputusan pembelian. Kata Kunci :Brand Awarness, Price Perseption, Electronic Word Of Mouth, Keputusan Pembelian, UMKM. This study aims to determine and analyze the influence of Brand Awareness, Price Perseption and Electronic Word of Mouth on purchasing decisions in Mr. Kingkong Banana (Jombang branch). The sample used is as many as 200 correspondents who have purchased krispy bananas at Mr.Kingkong Banana (Jombang branch). The measurement scale in this study uses a Likert scale and the data is processed using the SEM-PLS (Partial Least Square) method to test all relationships between Brand Awareness, Price Perseption and Electronic Word of Mouth variables on the Purchasing Decision variable. The results of this study indicate that Brand Awareness, Price Perseption and Electronic Word of Mouth have a positive and significant relationship to purchase decisions. Keywords: Brand Awarness, Price Perseption, Electronic Word Of Mouth, Purchasing Decision, UMKM

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