KURNIAWAN, FAJAR (2021) PENGARUH WORD OF MOUTH, CITRA MEREK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMILIHAN MENGGUNAKAN JASA PADA PT. TIKI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of word of mouth, Citra merek, and Kepercayaan on election decisions. The subjects in this study were services at the company PT. TIKI. The sampling technique in this study is convenience sampling. Respondents in this study were 182 respondents from the community who had used services at the company PT. TIKI. The approach used in this study is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. The results of this study indicate that the Word Of Mouth variable has a significant positive effect on the Buying Decision, Brand Image has a significant positive effect on the Buying Decision, Trust has a significant positive effect on the Buying Decision. Keywords: Word Of Mouth, Brand Image, Trust, Buying Decision Tujuan dari penelitian ini untuk mengetahui Pengaruh Word Of Mouth, Citra Merek, dan Kepercayaan terhadap Keputusan Pemilihan. Subjek pada penelitian ini adalah jasa pada perusahaan PT. TIKI. Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Responden dalam penelitian ini sebanyak 182 responden dari masyarakat yang pernah menggunakan jasa pada PT. TIKI. Pendekatan yang di gunakan pada penelitian ini adalah Struktural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menunjukkan bahwa Variabel Word Of Mouth berpengaruh positif signifikan terhadap Keputusan Pemilihan, Citra Merek berpengaruh positif signifikan terhadap Keputusan Pemilihan, Kepercayaan berpengaruh positif signifikan terhadap Keputusan Pemilihan. Kata kunci : Word Of Mouth, Citra Merek, Kepercayaan, Keputusan Pemilihan.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116010172 |
| Uncontrolled Keywords: | Word Of Mouth, Citra Merek, Kepercayaan, Keputusan Pemilihan. |
| 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 26 Jul 2023 09:22 |
| Last Modified: | 26 Jul 2023 09:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79666 |
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