UBAT WULANDARI SIAGIAN, NPM 1901500350 (2024) PENGARUH HARGA, KEPUASAN KONSUMEN, BRAND IMAGE, LOKASI DAN E-WOM (ELECTRONIC WORD OF MOUTH) TERHADAP KEPUTUSAN PEMBELIAN PADA RESTO DAN COFFEE CK 3 KABUPATEN LABUHANBATU UTARA. Tugas_Akhir(Artikel) Management Studies and Entrepreneurship Journal, 5 (2). pp. 3461-3473.
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Abstract
Metode kuantitatif merupakan metode penelitian yang berbasis positivisme yang digunakan untuk menyelidiki populasi atau sampel tertentu dan untuk mengumpulkan data dengan instrumen penelitian dan menganalisis data secara kuantitatif atau statistik untuk memvalidasi hipotesis yang telah ditetapkan. Sampel yang digunakan pada penelitian ini sebanyak 100 responden yang pernah melakukan pembelian pada Resto Dan Coffee CK 3 Kabupaten Labuhanbatu Utara. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Pada penelitian ini menggunakan analisis regresi linier berganda diuji dengan uji parsial (t), simultan (F) dan koefisien determinasi. Hasil pengujian secara simultan menunjukkan bahwa harga, kepuasan konsumen, brand image, lokasi dan E-WOM (electronic word of mouth) berpengaruh positif dan signifikan terhadap keputusan pembelian pada Resto Dan Coffee CK 3 Kabupaten Labuhanbatu Utara. Nilai R Square dari analisis koefisien determinasi sebesar 0,767 artinya keputusan konsumen mampu dijelaskan oleh variabel harga, kepuasan konsumen, brand image, lokasi, dan electronic word of mouth sebesar 76,7%, sedangkan sisanya dapat dijelaskan oleh variabel lainnya yang tidak diteliti dalam penelitian ini Kata Kunci: Harga, Kepuasan Konsumen, Brand Image, Lokasi, E-WOM (Electronic Word Of Mouth), Keputusan Pembelian ================================================================================================ Quantitative method is a positivism-based research method used to investigate certain populations or samples and to collect data with research instruments and analyze data quantitatively or statistically to validate predetermined hypotheses. The sample used in this study were 100 respondents who had made purchases at Resto Dan Coffee CK 3 North Labuhanbatu Regency. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. In this study using multiple linear regression analysis tested with partial (t), simultaneous (F) and coefficient of determination tests. The test results simultaneously show that price, customer satisfaction, brand image, location and E-WOM(electronic word of mouth) have a positive and significant effect on purchasing decisions at Resto Dan Coffee CK 3 North Labuhanbatu Regency. The R Square value of the coefficient of determination analysis is 0.767, meaning that consumer decisions can be explained by the variables of price, customer satisfaction, brand image , location, and electronic word of mouth by 76.7%, while the rest can be explained by other variables not examined in this study. Keywords: Price, Customer Satisfaction, Brand Image, Location, E-WOM(Electronic Word Of Mouth), Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Kepuasan Konsumen, Brand Image, Lokasi, E-WOM (Electronic Word Of Mouth), Keputusan Pembelian================Price, Customer Satisfaction, Brand Image, Location, E-WOM(Electronic Word Of Mouth), Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 26 Aug 2025 04:20 |
| Last Modified: | 26 Aug 2025 04:20 |
| URI: | http://repository.ulb.ac.id/id/eprint/1661 |
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