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Title: | Pengaruh Word Of Mouth, Citra Perusahaan Dan Kepercayaan Terhadap Keputusan Pembelian Produk Pt. Penta Valent Medan |
Other Titles: | The Influence of Word Of Mouth, Company Image And Trust On Product Purchase Decisions Pt. Penta Valentine Medan |
Authors: | Amalia, Fanny |
metadata.dc.contributor.advisor: | Lubis, Adelina |
Keywords: | word of mouth;citra perusahaan;kepercayaan;keputusan pembelian;company image;trust;purchase decision |
Issue Date: | 11-Oct-2021 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;178320037 |
Abstract: | Pengambilan keputusan sangat penting bagi individu dan organisasi. Keputusan pembelian merupakan hasil akhir dari sebuah pemikiran dan tindakan dalam pengambilan keputusan pembelian untuk menggunakan, memakai, atas mengkonsumsi barang atau jasa yang memenuhi kebutuhan dan keinginannya. Tujuan penelitian ini adalah untuk mengetahui pengaruh word of mouth, citra perusahaan dan kepercayaan terhadap keputusan pembelian produk PT. Penta Valent Medan. Jenis penelitian ini adalah penelitian kuantitatif. Populasi penelitian ini adalah konsumen PT. Penta Valent sebanyak 202 apotik dan rumah sakit yang ada di kota Medan. Jumlah sampel adalah 134 apotik dan rumah sakit dengan teknik pengambilan sampe! menggunakan rumus s/ovin. Data yang digunakan adalah data primer dan data sektmder. Data primer diperoleh dari kuesioner dan wawancara, data sekunder diperoleh dari literatur, penelitian terdahulu dan lain sebagainya. Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara simultan variabel word of mouth, citra perusahaan dan kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian produk PT. Penta Valent Medan. Uji Parsial menunjukkan bahwa variabel word of mouth berpengaruh positif terbadap keputusan pembelian, variabel citra perusahaan berpengaruh positif dan signiftkan terhadap keputusan pem bel ian dan varia bel kepercayaan berpengaruh posit if terhadap ke·putusan pembelian. Decision making's very important for individuals and organizations. The purchase decision is the .final resu/J of a thought and action in making a purchase decision to use, use, consume goods or services that meet their needs and desires. The purpose of this study was to determine the effect of word of mouth, corporate image and trust on product purchasing decisions of PT. Penta Valent Medan. This type of reseurch is quantitative research. The population of this research is the consumers of PT. Penta Valent, totaling 202 dispensaries and hospitals in the city of Medan. The number of samples was 134 pharmacies and hospitals with the sampling technique using the Slovinformula. The data used are primary data and secondary data. Primary data is obtained from questionnaires and interviews, secondary data is obtained .from literature, previous research and so on. The data analysis technique used multiple linear regression. The results of this study indicate that simultaneously the variables word of mouth, company image and trust have a positive and significanJ effect on product purchasing decisions of PT. Penta Valent Medan. Partial test shows that the variable word of mouth has a positive effect on purchasing decisions, the variable company image has a positive and sign[ficant effect on purchasing decisions and the variable trust has a positive effect on purchasing decisions. |
Description: | 103 Halaman |
URI: | http://repository.uma.ac.id/handle/123456789/17387 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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178320037 - Fanny Amalia - Chapter IV.pdf Restricted Access | Chapter IV | 606.72 kB | Adobe PDF | View/Open Request a copy |
178320037 - Fanny Amalia - Fulltext.pdf | Cover, Abstract, Chapter I,II,III,V, Bibliography | 2.28 MB | Adobe PDF | View/Open |
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