Suharjo, Novangka (2014) Analisis Pengaruh Komunikasi Lisan, Atributg Produk Dan Neraga Asal, Terhadap Keputusan Pembelian Kosmetik the balm. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the impact of words of mouth, product attributes and country of origin on purchase decisions. TheBalm Cosmetics was taken as a case study. This research is quantitative and explanative in nature. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Using accidental sampling technique, a total of 110 responses were obtained. Data were examined using both descriptive and statistical analysis. Using multiple regression analysis, it was found that independent variables i.e. word of mouth, product attributes and country of origin had an impact on purchasing decisions TheBalm cosmetics, and country of origin was found dominant Keywords: words of mouth, product attributes, country of origin, the purchase decision. Penelitian ini bertujuan untuk menganalisis dampak dari komunikasi lisan, atribut produk dan negara asal terhadap keputusan pembelian. Penelitian ini mengambil obyek kosmetik theBalm. Penelitian ini merupakan penelitian kuantitatif dan eksplanatif. Data pada penelitian ini diperoleh melalui data primer dan sekunder. Data sekunder diperoleh dari berbagai sumber seperti jurnal dan buku-buku acuan. Data primer diperoleh dengan menggunakan kuesioner. Dengan menggunakan teknik accidental sampling diperoleh 110 responden yang berpartisipasi. Data diuji menggunakan teknik descriptif analisis dan analisis statistic. Dengan menggunakan analisis regresi berganda, ditemukan bahwa variabel independen yaitu dari komunikasi lisan, atribut produk dan negara asal berdampak pada keputusan pembelian kosmetik theBalm, dan variabel yang paling dominan adalah negara asal. Kata Kunci : Komunikasi Lisan, Atribut produk, Negara Asal, Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-155 |
| Call Number: | TM/51/15/081 |
| NIM/NIDN Creators: | 55111120226 |
| Uncontrolled Keywords: | Words of mouth, product atributes, country of origin, the purchase decision Komunikasi lisan, mps, manajemenpemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 21 May 2015 10:36 |
| Last Modified: | 09 Jul 2022 02:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13869 |
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