PENGARUH WORD OF MOUTH, DAYA TARIK IKLAN dan KUALITAS PRODUK TERHADAP MINAT BELI MIE INSTANT PT. INDOFOOD SUKSES MAKMUR Tbk

SAPUTRA, IRFAN FAJAR TRI (2023) PENGARUH WORD OF MOUTH, DAYA TARIK IKLAN dan KUALITAS PRODUK TERHADAP MINAT BELI MIE INSTANT PT. INDOFOOD SUKSES MAKMUR Tbk. S1 thesis, Universitas Mercu Buana Jakarta.

	Text (HAL COVER) 01 COVER.pdf Download (541kB)
	Text (ABSTRAK) 02 ABSTRAK.pdf Download (192kB)
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (324kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (305kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (330kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (321kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (161kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (253kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (271kB)

Abstract

This research aims to discuss what influences influence people's buying interest in PT products. Indofood Sukses Makmur Tbk through word of mouth factors, advertising attractiveness, and product quality and measuring the level of influence on purchasing interest. The population used is residents of the West Jakarta area. The approach technique used in sampling is Purposive Sampling. This research uses a data collection instrument in the form of a questionnaire, which is then processed using the SPSS 25 application. The results of this research show that Word of Mouth has a positive and insignificant effect on buying interest, Advertising Attractiveness has a positive and significant effect on buying interest, Product Quality has a positive effect and not significant to buying interest. Keywords: Word of Mouth, Advertising Attractiveness, Product Quality, Purchase Interest. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi minat beli masyarakat terhadap produk PT. Indofood Sukses Makmur Tbk melalui faktor word of mouth, daya tarik iklan, dan kualitas produk serta mengukur tingkat pengaruhnya terhadap minat beli. Populasi yang digunakan penduduk berwilayah didaerah Jakarta Barat. Teknik pendekatan yang digunakan dalam pengambilan sampel adalah Purposive Sampling. Penelitian ini menggunakan instrumen pengumpulan data berupa kuisioner, yang kemudian diolah menggunakan aplikasi aplikasi SPSS 25. Hasil penelitian ini menunjukan bahwa Word Of Mouth berpengaruh positif dan tidak signifikan terhadap minat beli, Daya Tarik Iklan berpengaruh positif dan signifikan terhadap minat beli, Kualitas Produk berpengaruh positif dan tidak signifikan terhadap minat beli. Kata Kunci: Word Of Mouth, Daya Tarik Iklan, Kualitas Produk, Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 507
NIM/NIDN Creators:	43118010400
Uncontrolled Keywords:	Word Of Mouth, Daya Tarik Iklan, Kualitas Produk, Minat Beli.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 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:	khalimah
Date Deposited:	29 Dec 2023 04:26
Last Modified:	29 Dec 2023 04:26
URI:	http://repository.mercubuana.ac.id/id/eprint/85008

Actions (login required)

View Item