Image of Pengaruh Inovasi Produk dan Word of Mouth terhadap keputusan pembelian mahasiswi UIN Raden Mas Said Surakarta pada toko pakaian cik-cik style Kartasura

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Pengaruh Inovasi Produk dan Word of Mouth terhadap keputusan pembelian mahasiswi UIN Raden Mas Said Surakarta pada toko pakaian cik-cik style Kartasura

ABSTRACK

This research aims to analyze the influence of Product Innovation and Word
of Mouth on Purchasing Decisions of UIN Raden Mas Said Surakarta Female
Students at the Kartasura style cik-cik clothing store. This research uses
quantitative research methods. The data used is primary data. The sample used in
this research was 102 respondents taken from UIN Raden Mas Said Surakarta
students. The sampling technique in this research was the purposive sampling
method. The data collection technique uses a questionnaire with a Likert scale,
namely 1-5. Data were analyzed with the help of multiple linear regression using
IBM SPSS Version 23 software. Data analysis techniques used research instrument
tests, classical assumption tests, model exclusion tests, descriptive statistical tests,
multiple linear regression analysis, t statistical tests.
The research results show that product innovation has a positive and
significant effect on female students' purchasing decisions. This can be achieved if
the company is able to maximize its product innovation, because good product
innovation will influence consumers in deciding to purchase a product they want.
Word of Mouth has a positive and significant effect on female students' decisions.
This indicates that if the word of mouth variable increases, purchasing decisions
will also increase. Future research is expected to develop variations in the
variables studied, different samples, different objects, and different research
locations so that it can provide research updates.
Keywords : Innovation Product, Word of Mouth, Purchasing Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 ANG p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 108 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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