PENGARUH EKUITAS MEREK, WORD OF MOUTH (WOM) DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM RUMAH ROTI SURABAYA

FAIZI, IRFAN (2019) PENGARUH EKUITAS MEREK, WORD OF MOUTH (WOM) DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM RUMAH ROTI SURABAYA. Diploma thesis, STIE MAHARDHIKA.

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Abstract

This study aims to determine the brand equity, word of mouth and product quality on purchasing decisions both simultaneously and partially on UMKM consumers Rumah Roti Surabaya. This research was conducted at Umkm Rumah Roti Surabaya where the population in this study was Umkm consumers Rumah Roti who come from street vendors, housing residents and villagers. While the technique used in this study is Nonprobability Sampling with incidental sampling technique that is sampling based on chance, anyone who happens to be found is considered suitable as a source of data with a total sample of 100 respondents. Data collection techniques using questionnaires. The data analysis technique used in this study is multiple linear regression analysis using the IBM SPSS 20. The results of the study show that: 1) Variable Brand Equity, word of mouth and product quality simultaneously or jointly influence purchasing decisions at MSMEs. Roti Surabaya 2) brand equity, word of mouth and product quality variables partially influence purchasing decisions at Rumah Roti Surabaya MSMEs.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Brand Equity, Word of Mouth (WOM), Product Quality, Purchasing Decisions
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	22 Apr 2020 05:31
Last Modified:	10 Jan 2023 07:27
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1535

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