Date: 06-12-2019 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

ANALISIS PENGARUH WORD OF MOUTH DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN

Detail
Author Sayid Muhammad Al Ridho
Category Manajemen Pemasaran

Abstract

The purpose of this study was to determine the effect of word of mouth and brand equity on purchasing decisions at Dok Cak Ji soup shop. This study uses descriptive quantitative research method, namely research conducted to determine the value of independent variables, either one variable or more (independent) without making comparisons or connecting with other variables using statistical tools. The observation period of this study was June 2018 by distributing questionnaires. Determination of the number of samples in the study is using accidental sampling technique and is determined by 150 samples. Data analysis in this study uses Partial Least square (PLS) approach. The results showed that word of mouth had a significant positive effect on purchasing decisions and brand equity had a positive effect on purchasing decisions.