CD Skripsi

PENGARUH ELECTRONIC WORD OF MOUTH, PHYSICAL EVIDENCE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI RG FRIED CHICKEN PEKANBARU

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RG fried Chicken is a fast food retaurant that provides fast food menus
such as fried chicken in flour and has a delicious taste and affordable prices with
the motto “Five Star taste Chicken Champion at Street Prices”. This research
aims to determine the influence of electronic Word of Mouth, Physical Evidence
and Brand Image on Purchase Decisions at RG Fried Chicken Pekanbaru. The
population in this study was all the people of Pekanbaru City who had eaten at
RG Fried Chicken. The sampling method used in this research was a nonprobability sampling technique using purposive sampling so that the number of
samples used was 160 respondents. The data analysis method in this research
uses the Regression analysis method with SmartPLS version 4.0 software. The
average respondent's answer to the electronic Word of Mouth variable (X1) was
found to be 3.96, namely "Agree", to the Physical Evidence variable (X2) the
result was 4.05, namely "Agree", to the Brand Image variable (X3) the result was
3.99, namely "Agree", in the Purchase Decision variable (Y1), the result was 3.94,
namely "Agree". The results of the research indicate that electronicWord of
Mouth has a positive and significant influence on Purchase Decisions. Physical
Evidence has a positive and significant influence on purchase decisions. Brand
Image has a positive and significant influence on Purchase Decisions. electronic
Word of Mouth, Physical Evidence and Brand Image together have a positive and
significant influence on Purchase Decisions.
Keywords: electronic Word of Mouth, Physical Evidence, Brand Image, and
Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112915

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112915

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

GUNTUR

Versi lain/terkait

Lampiran Berkas

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