SKRIPSI MBS

Pengaruh E-Wom Dan Food Quality Terhadap Keputusan Pembelian Melalui Mediasi Brand Image Serta Brand Trust (Studi Pada Konsumen Papa Cookies Soloraya)

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ABSTRACT

The purpose of this study was to determine the effect of food quality and e-
WOM on purchasing decisions through brand image and brand trust. Which is

this study was conducted on consumers of papa cookies in Soloraya. This
research is quantitative research with a sample of 105 respondents and using a
purpose sampling technique in sampling whilw the data collection using
questionnaire.
Statistical data analysis using multiple linier regression analysis,
hypothesis testing using F Test andT test. The results of the study show that
partially ecetronic word of mouth and food quality have a positive and significant
effect on purchasing decisions and brand image and brand trust also successfully
mediate electronic word of mouth and food quality variables on purchasing
decisions. For this reason, it is better if the company continues to make
improvements both in product quality and technology utilization so that the
company continues to exist so that it can increase sales volume.
Keywords : Purchasing decisions, electronic word of mouth (e-WOM), food
quality, brand image and brand trust.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 VIV p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 132 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

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 Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vivi Isti Khasanah

Versi lain/terkait

Lampiran Berkas

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