FRANSISKUS AGUS KRISTIAN SINAGA, NPM 2201105256 (2024) PENGARUH BRAND IMAGE, HARGA, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA FRANCE BAKERY. Tugas_Akhir (Artikel) JIMK : Jurnal Ilmu Manajemen dan Kewirausahaan, 4 (1). pp. 278-285. ISSN 2774-4795 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengevaluasi pengaruh brand image, harga, word of mouth, dan kualitas produk terhadap keputusan pembelian di France Bakery. Penelitian ini difokuskan pada konsumen yang membeli produk dari French Bakery di wilayah Rantau Prapat. Penelitian ini melibatkan 200 peserta dan menganalisis 5 faktor dari 24 indikator. Riset ini memakai desain penelitian deskriptif dengan metodologi kuantitatif, menggunakan teknik sampling insidental. Analisis data menggunakan perangkat lunak SmartPLS 4.0, menggunakan citra merek, harga, dari mulut ke mulut, dan kualitas produk sebagai variabel independen, sedangkan keputusan pembelian menjadi variabel dependen. Hasil riset ini mengindikasikan bahwa brand image tidak mempengaruhi keputusan pembelian. Selain itu, harga, dari mulut ke mulut, dan kualitas produk memengaruhi keputusan pembelian. Kata Kunci : Brand Image, Harga, Word of Mouth, Kualitas Produk, Keputusan Pembelian =================================================================================================== This study aims to evaluate the influence of brand image, price, word of mouth, and product quality on purchasing decisions at France Bakery. This study focuses on consumers who buy products from French Bakery in the Rantau Prapat area. This study involved 200 participants and analyzed 5 factors from 24 indicators. This research uses a descriptive research design with quantitative methodology, using incidental sampling techniques. Data analysis uses SmartPLS 4.0 software, using brand image, price, word of mouth, and product quality as independent variables, while purchasing decisions are dependent variables. The results of this study indicate that brand image does not affect purchasing decisions. In addition, price, word of mouth, and product quality affect purchasing decisions. Keywords : Brand Image, Price, Word Of Mouth, Product Quality, Purchasing Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand Image, Harga, Word of Mouth, Kualitas Produk, Keputusan Pembelian ======================== Brand Image, Price, Word Of Mouth, Product Quality, Purchasing Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 14 Apr 2025 08:22 |
| Last Modified: | 14 Apr 2025 08:25 |
| URI: | http://repository.ulb.ac.id/id/eprint/1261 |
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