SYAHPUTRA, RIZKY (2024) PENGARUH WORD OF MOUTH, LOKASI DAN WAKTU TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Warung Madura Raihan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the factors that influence customer purchase decision Warung Madura Raihan with the variables word of mouth, location and time. The subject of this research is consumer Warung Madura Raihan. This study was conducted on 112 respondents using a quantitive descriptive approach. The analysis methode used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of word of mouth have a positive significant effect on consumer purchase decision, location have a positive significant effect on consumer purchase decision and time have a positive significant effect on consumer purchase decision at Warung Madura Raihan. Keywords: Word of Mouth, Location, Time, Purchase Decision. Penelitian ini untuk menguji tentang faktor yang mempengaruhi keputusan pembelian pada Warung Madura Raihan dengan variabel word of mouth, lokasi dan waktu. Subjek penelitian ini adalah konsumen Warung Madura Raihan. Penelitian ini dilakukan terhadap 112 responden dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, lokasi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dan waktu berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen Warung Madura Raihan. Kata Kunci: Word of Mouth, Lokasi, Waktu, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 202 |
| Call Number: | SE/31/24/151 |
| NIM/NIDN Creators: | 43118110176 |
| Uncontrolled Keywords: | Word of Mouth, Lokasi, Waktu, Keputusan Pembelian |
| 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 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: | 22 Jun 2024 03:59 |
| Last Modified: | 22 Jun 2024 03:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89067 |
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