Pengaruh word of mouth dan kesadaran merek terhadap keputusan pembelian Richeese Factory Outlet Madiun

Paulina, Eunike Christin (2025) Pengaruh word of mouth dan kesadaran merek terhadap keputusan pembelian Richeese Factory Outlet Madiun. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh word of mouth dan kesadaran merek terhadap keputusan pembelian Richeese Factory Outlet Madiun. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden yang merupakan konsumen Richesee Factory Outlet Madiun. Teknik pengambilan sampel menggunakan purposive sampling. Pengumpulan data dilakukan dengan google form ke Richeese Factory Outlet Madiun. Teknik analisis data menggunakan uji regresi linier berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa variabel word of mouth dan kesadaran merek secara parsial berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Nilai R2 yang diperoleh yaitu sebesar 0,661 atau 66,1%. Artinya bahwa 66,1% variabel keputusan pembelian dipengaruhi oleh word of mouth dan kesadaran merek dan sisanya 33,9% dari variabel lain yang tidak di teliti pada penelitian ini.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
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Thesis advisor
Kurniawati, Dyah
NIDN0713126601
dyah.kurniawati@ukwms.ac.id
Uncontrolled Keywords: Word of mouth, kesadaran merek, keputusan pembelian
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Business
Widya Mandala Catholic University on Madiun Campus > Faculty of Business > Management Undergraduate Study Program
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 15633 not found.
Date Deposited: 08 Oct 2025 07:35
Last Modified: 08 Oct 2025 07:35
URI: https://repositori.ukwms.ac.id/id/eprint/44172

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