PENGARUH HARGA, WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DALAM MEMILIH EVENT ORGANIZER (STUDI KASUS DI UN PRODUCTION)

Journal of Management and Business Review Pub Date : 2019-02-20 DOI:10.34149/JMBR.V16I1.139

Nourma Wulanda, Z. Wahab, Ahmad Widad

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引用次数: 2

Abstract

Penelitian ini bertujuan untuk mengetahui (1) Bagaimana pengaruh harga, word of mouth dan citra merek secara simultan terhadap keputusan pembelian pada Event Organizer pada UN Production , dan Bagaimana pengaruh harga, word of mouth dan citra merek secara parsial terhadap keputusan pembelian pada Event Organizer pada UN Production . Rancangan penelitian yang digunakan adalah asosiatif. Sampel yang digunakan sebanyak 100 responden. Untuk mengukur pengaruh antar variabel, digunakan multiple linier regression dan untuk uji hipotesis digunakan uji hipotesis F dan t. Hasil penelitian adalah: (1) Harga, Word of Mouth , dan Citra Merek secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production , (2) Harga berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production , serta (3) Word of Mouth dan Citra Merek secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production . This study aims to determine (1) How the impact of price, word of mouth, and branch image simultaneously to purchase decisions of Event Organizer at Un Production, and (2) How the impact of price, word of mouth, and branch image partially to purchase decisions of Event Organizer at Un Production. The study design used is associative. The samples used were 100 respondens. To measure the influence between variables, used multiple linear regression and to test the hypothesis used to test the hypothesis F and t. Results of the study are: (1) Simultaneously price, word of mouth, and branch image have a significant effect to purchase decisions of Event Organizer at Un Production, (2) Price have a negative and no significant effect to purchase decisions of Event Organizer at Un Production, and (3) Partially word of mouth and branch image have a positive and significant effect to purchase decisions of Event Organizer at Un Production

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价格、口碑和品牌形象对选择活动组织者的购买决定的影响(案例研究在联合国生产中)

本研究的目的是确定(1)价格、口碑和品牌形象如何同时影响联合国生产组织事件组织者的购买决定，以及价格、口碑和品牌形象如何部分影响联合国生产组织者的购买决定。研究使用的是联想的设计。100的受访者使用的样本。为了测量变量之间的影响，使用多线性回归测试，使用假设测试F和t假设测试，研究结果是:(1)价格,Word的嘴,同时积极而显著影响品牌形象对购买决定的联合国活动组织者制作,(2)对购买决定的负面影响和微不足道的价格活动组织者联合国制作,以及(3)部分字的嘴和品牌形象的积极而显著影响联合国对赛事组织者的购买决定制作。这个study aims to个重大冲击》(1)如何普莱斯,word的嘴,和巴特simultaneously到活动组织者的购买决定在联合国的形象制作冲击》和(2)如何,普莱斯说,word的嘴,和巴特形象部分对活动组织者在联合国制作的购买决定。书房设计是工作助理。小瓶曾经有100个回应。为了确定变量之间的影响，他用了多种线性回归测试，用来测试研究结果的假设:普莱斯(1)Simultaneously, word的嘴,和巴特形象有a浓厚,效果要购买决定联合国活动的组织者at Production,普莱斯(2)有一个消极的自己,而不是活动组织者在联合国之浓厚,购买效应到1792年制作,和(3)部分字的嘴branch祝你们积极的形象和活动组织者之浓厚,购买效应到1792年在联合国制作

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Journal of Management and Business Review

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