Pengaruh Citra Merek Terhadap Word of Mouth Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Waroeng Pring Pethuk Di Jalan Cemara Kipas Dalam, Kota Batu)

Fredie Rachman Hakim • Achmad Fauzi Dh • Mukhammad Kholid Mawardi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • February 2017

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(Bahasa Indonesia, 7 pages)

Abstract

Thiskresearch is aimed to determinekand explain: determineted the effect of Brand Image on Word of Mouth; determines the effect of Word of Mouth on Purchase Decision; determine the effect oflBrand Image onoPurchase Decision. This study was held at Waroeng Pring Pethuk using explanatory research with quantity approach. Brand Image variable are : Corporate Image, Product Image, User Image. Dependent Variables of this study are Word Of Mouth, and Purchase Decision. The whole variables are measured using Likert Scale. The amount of samples that have been used in this study are 116 respondents is customers of Waroeng Pring Pethuk that get influences by Word Of Mouth, based on characteristic and calculation that has been determined by the researcher. The data that used in this study was primary data. Instruments Test was using validity test and reliability test.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more