PENGARUH BRAND IMAGE, PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus di Restoran California Fried Chicken Cabang Mall SLIPI JAYA Jakarta Barat, Provinsi DK Jakarta)

PERMANA, SEPTIAN DWI (2025) PENGARUH BRAND IMAGE, PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus di Restoran California Fried Chicken Cabang Mall SLIPI JAYA Jakarta Barat, Provinsi DK Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Brand Image, Promotion and Word Of Mouth on Purchasing Decisions in CFC Slipi Jaya’s Mall, DK Jakarta. The population in this research are customers who make purchase at CFC Slipi Jaya’s Mall, West Jakarta. The Sampling methods in this study uses Purposive Sampling method of 140 respondents with the criteria consumers of CFC Slipi Jaya’s Mall aged 18-40 years. The methods of data collecting using survey method, with the reesearch instrument being a questionnaire. The data analyzed method using is Partial Least Square with SmartPLS software version 4.0 with a questionnaire research instrument. The results of the study are Brand Image, Promotion, and Word Of Mouth has a positive and significant effect on Purchasing Decisions. Key Words: Brand Image, Promotion, Word Of Mouth, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Promosi, dan Word Of Mouth terhadap Keputusan Pembelian CFC Di Mall Slipi Jaya, DK Jakarta. Populasi dalam peneliitian ini yaitu konsumen yang melakukan pembelian di CFC Mall Slipi Jaya Jakarta Barat. Pengambilan sampel dalam penelitian ini memakai metode Purposive Sampling sebanyak 140 responden dengan kriteria kosumen CFC di Mall Slipi Jaya yang berusia 18-40 tahun. Metode pengumpulan menggunakan metode survey, dengan instrumen penelitian kuesioner. Metode analisis data yang digunakan adalah Partial Least Square melalui software SmartPLS versi 4.0 dengan instrumen penelitian kuesioner. Hasil dari penelitian yaitu Brand Image, Promosi, dan Word Of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Brand Image, Promosi, Word Of Mouth, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 192
NIM/NIDN Creators:	43121010333
Uncontrolled Keywords:	Brand Image, Promosi, Word Of Mouth, 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 > 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 710 Civic and Lanscape Art/Seni Perkotaan dan Pertamanan > 711 Area Planning/Perencanaan Wilayah Perkotaan dan Pertamanan > 711.5 Plans for Specific Kinds of Areas/Perencanaan untuk Jenis Area Tertentu > 711.55 Functional Areas/Daerah Fungsional > 711.557 Hotel and Restaurant Areas/Perencanaan Daerah Fungsional Daerah Hotel dan Restoran
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	31 Jul 2025 07:22
Last Modified:	31 Jul 2025 07:22
URI:	http://repository.mercubuana.ac.id/id/eprint/96424

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