RIZKA APRILYANI, NPM 2101100182 (2025) ANALISIS KUALITAS PRODUK, HARGA, BRAND IMAGE DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MERK INDOMIE (STUDI KASUS ANAK KOST MAHASISWA UNIVERSITAS LABUHANBATU). Tugas_Akhir(Artikel) JOURNAL ECONOMIC AND STRATEGY (JES), 6 (1). pp. 68-80. ISSN 2745-6544 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, brand image, dan word of mouth (WOM) terhadap keputusan pembelian mie instan merk Indomie. Kualitas produk yang tinggi diharapkan dapat meningkatkan kepuasan konsumen dan mendorong keputusan pembelian. Selain itu, harga yang kompetitif juga berperan penting dalam menarik minat konsumen. Brand image yang kuat dapat menciptakan loyalitas dan kepercayaan dari konsumen, sedangkan word of mouth (WOM) yang positif dapat mempengaruhi persepsi dan keputusan pembelian. Metode penelitian yang digunakan adalah survei dengan analisis data kuantitatif untuk mengukur hubungan antara variabel variabel tersebut. Hasil penelitian menunjukkan baik secara parsial dan simultan variable kualitas produk, harga, brand image, dan word of mouth (WOM) memiliki pebgaruh positif dan signifikan terhadap keputusan pembelian mie instan merk Indomie. Kata Kunci: Kualitas Produk, Harga, Brand Image, Word Of Mouth (WOM), Keputusan Pembelian ================================================================================== This study aims to analyze the influence of product quality, price, brand image, and word of mouth (WOM) on purchasing decisions for Indomie brand instant noodles. High product quality is expected to increase consumer satisfaction and encourage purchasing decisions. In addition, competitive prices also play an important role in attracting consumer interest. A strong brand image can create loyalty and trust from consumers, while positive word of mouth (WOM) can influence perceptions and purchasing decisions. The research method used is a survey with quantitative data analysis to measure the relationship between these variables. The results of the study indicate that both partially and simultaneously the variables of product quality, price, brand image, and word of mouth (WOM) have a positive and significant influence on purchasing decisions for Indomie brand instant noodles. Keywords: Product Quality, Price, Brand image, Word Of Mouth (WOM), Purchasing Decisions
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Harga, Brand Image, Word Of Mouth (WOM), Keputusan Pembelian ===================Product Quality, Price, Brand image, Word Of Mouth (WOM), Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 24 Jul 2025 07:44 |
| Last Modified: | 24 Jul 2025 07:44 |
| URI: | http://repository.ulb.ac.id/id/eprint/1593 |
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