Hidayati, Ucik Nur (2019) Pengaruh word of mouth dan kualitas produk terhadap keputusan pembelian: Studi pada konsumen Ladies Boutique Malang Town Square. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Ladies boutique berdiri sejak tahun 2014 hingga saat ini sudah memiliki tujuh outlet butik yang tersebar di Jawa timur, tujuh dari outlet tersebut lima outet berada di Malang, satu outlet berada di Surabaya dan satu outlet di Jember. Dengan dibukanya beberapa cabang outlet tersebut menunjukkan bahwa Ladies boutique mengalami perkembangan yang pesat dan diminati oleh sebagian kalangan pecinta fashion wanita.
Penelitian ini bertujuan untuk mengetahui pengaruh Word Of Mouth (WOM) dan kualitas produk terhadap keputusan pembelian pada Ladies Boutique yang terletak di Malang Town Square. Populasi dalam penelitian ini adalah pelanggan atau konsumen Ladies Boutique dengan sampel sebanyak 110 responden. Analisi data dalam peneitian ini menggunakan analisisi regresi linear berganda (Multiple Regresion).
Hasil dari penelitian menunjukkan bahwa secara bersama-sama variabel Word Of Mouth dan Kualitas Produk memiliki pengaruh positif terhadap variabel keputusam pembelian. Dan secara parsial Word Of Mouth dan Kualitas produk berpengaruh positif pada keputusan pembelian.
ENGLISH:
Ladies boutique was established in 2014 and currently has seven boutique outlets spread across East Java, seven of which are five outets located in Malang, one outlet is in Surabaya and one outlet in Jember. With the opening of several branch outlets, it shows that Ladies Boutique is experiencing rapid development and is in demand by some women fashion lovers.
This study aims to determine the effect of Word of Mouth (WOM) and product quality on purchasing decisions at Ladies Boutique located in Malang Town Square. The population in this study were Ladies Boutique customers or consumers with a sample of 110 respondents. Data analysis in this research uses multiple linear regression analysis.
The results of the study show that together the Word of Mouth variable and Product Quality have a positive influence on purchasing decision variables. And partially Word of Mouth and product quality have a positive effect on purchasing decisions.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Farida, Lailatul | ||||||
Contributors: |
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Keywords: | word of mouth; kualitas produk; keputusan pembelian; quality of product; purchasing decision | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Dian Anesti | ||||||
Date Deposited: | 26 Sep 2019 13:34 | ||||||
Last Modified: | 26 Sep 2019 13:34 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/14711 |
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