CD Skripsi

Pengaruh Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Kuliner Legendaris Di Kota Pekanbaru

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ABSTRACT
The culinary industry in Indonesia, especially in the city of Pekanbaru,
will be increasingly competitive every year. With increasingly competitive
competition, culinary business people must change their business orientation from
product centric to customer centric, which is not only focusing on serving
delicious food but also maintaining holistic customer satisfaction. Word Of Mouth
and Brand Image are believed to be able to influence purchasing decisions so as
to create customer satisfaction.
The purpose of this study was to find out the effect of Word Of Mouth and
Brand Image on Purchasing Decisions and Customer Satisfaction on Legendary
Culinary in Pekanbaru. This study uses a quantitative approach. The sample in
this study was 112 people who had made a purchase at one of the research
objects, namely Pondok Patin HM Yunus, Kim Teng Coffee Shop, Kedai Ketupat
Gulai Paku Onen, and Es Cendol Pak Jenggot and were aged 17 years and over.
Sampling using non-probability sampling method and purposive sampling
technique. The research instrument used a questionnaire and analyzed using
Structural Equation Modeling (SEM) with the Partial-Least Square (PLS-SEM)
approach.
The results showed that, Word Of Mouth, Brand Image affects
Purchase Decisions and Customer Satisfaction. Purchasing decisions affect
consumer satisfaction. Word Of Mouth, Brand Image has an effect on Consumer
Satisfaction with Purchase Decisions as an intervening variable.
Keywords: Word Of Mouth, Brand Image, Purchase Decision, and Customer
Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 121 (0003)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2021

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 121 (0003)

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

Daus

Versi lain/terkait

Lampiran Berkas

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