PENGARUH INOVASI PRODUK, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada RadjaCendol Kalideres Citra 2)

ARIYANTO, RIZKI (2022) PENGARUH INOVASI PRODUK, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada RadjaCendol Kalideres Citra 2). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product innovation, word of mouth and product quality on purchasing decisions in the study at RadjaCendol Kalideres Citra 2. The population in this study are consumers who buy beverages at RadjaCendol Kalideres Citra 2 and the exact number is unknown. The sample used was 175 respondents based on the Hair et al., (2014) formula, namely the number of indicators multiplied by 5. Data collection methods used literature studies, questionnaires and interviews. The data analysis method uses Smart PLS Version 3.3.2. The results showed that product innovation had a positive and significant effect on purchasing decisions, word of mouth had no significant effect on RadjaCendol purchasing decisions, and product quality had a positive and significant effect on RadjaCendol purchasing decisions. Keywords: Product Innovation, Word of Mouth, Product Quality, and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk, word of mouth dan kualitas produk terhadap keputusan pembelian studi pada RadjaCendol Kalideres Citra 2. Populasi dalam penelitian ini adalah konsumen yang membeli minuman di RadjaCendol Kalideres Citra 2 dan tidak diketahui secara pasti jumlahnya. Sampel yang dipergunakan adalah sebanyak 175 respoden berdasarkan rumus Hair et al., (2014) yaitu jumlah indikator dikali 5. Metode pengumpulan data menggunakan studi pustaka, kuisioner dan wawancara. Metode analisis data menggunakan Smart PLS Versi 3.3.2. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian, word of mouth tidak berpengaruh signifikan terhadap keputusan pembelian RadjaCendol, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian RadjaCendol. Kata Kunci: Inovasi Produk, Word of Mouth, Kualitas Produk, dan Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 364
NIM/NIDN Creators:	43117120118
Uncontrolled Keywords:	Inovasi Produk, Word of Mouth, Kualitas Produk, dan Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	14 Jan 2023 06:27
Last Modified:	16 Jan 2023 01:26
URI:	http://repository.mercubuana.ac.id/id/eprint/73422

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