CD Skripsi

Pengaruh Inovasi Produk, Store Atmosphere, Dan Word Of Mouth Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Warunk Upnormal Pekanbaru

---

ABSTRACT
The rapid development of the culinary business in Indonesia has resulted in
increased and tighter competition in the culinary business. It requires culinary
businesses to develop and innovate the products offered according to the need and
desires of consumers. One of the café that has innovated their product is Warunk
Upnormal Pekanbaru. The purpose of this research is to examine the influence of
Product Innovation, Store Atmosphere and Word Of Mouth on Purchasing
Decisions and Customer Satisfaction at Warunk Upnormal Pekanbaru. The
analysis technique used is path analysis and supported by sobel test. The number
of samples taken is 100 respondents using purposive sampling method. Data was
collected by distributing questionnaires. Based on the result of the research found
that Product Innovation Variables, Store Atmosphere and Word Of Mouth has a
significant effect on Purchasing Decisions, Purchasing Decision has a significant
effect on Customer Satisfaction, and Product Innovation Variables, Store
Atmosphere and Word Of Mouth has a significant effect on Customer Satisfaction
through Purchasing Decision.
Keywords : Product Innovation, Store Atmosphere, Word Of Mouth, Purchasing
Decision, Customer Satisfaction.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

02 02. 120 (0134)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi dan Bisnis – Manajemen., 2020

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

02 02. 120 (0134)

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Daus

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar