D & DIMSUM MARKETING ANALYSIS OF PURCHASING DECISIONS AND WORD OF MOUTH

DEWI HERMAWATI, NPM 2001100031 (2024) D & DIMSUM MARKETING ANALYSIS OF PURCHASING DECISIONS AND WORD OF MOUTH. Tugas_Akhir (Artikel) SSIJ : SOCIAL SCIENCES INSIGHTS JOURNAL, 2 (1). pp. 14-25. ISSN 3025-2687 (e-ISSN)

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Abstract

The importance of marketing in a business, including for D&Dimsum culinary businesses, in attracting interest and purchasing decisions can be influenced by word of mouth. The purpose of this study was to determine the direct effect of product and promotion on purchasing decisions and word of mouth. The author's theoretical analysis uses a systematic literature review that is relevant to the research needs and a minimum sample size of 100 samples with an error rate of 5% with a simple random sampling technique. This study found that the percentage of research respondents' answers was dominated by answers agreeing to the product variable of 53.8%, the promotion variable of 47.2%, the purchase decision variable of 40.0% and the word-of-mouth variable of 41.4%. The research findings that local culinary products D & Dinsum from hypothesis testing that products and promotions directly have an influence on purchasing decisions and purchasing decisions directly have a relationship with the word of mouth. Keywords : Product, Promotion, Purchase Decision, Word of Mouth

Item Type:	Article
Uncontrolled Keywords:	Product, Promotion, Purchase Decision, Word of Mouth
Subjects:	H Social Sciences > HD Industries. Land use. Labor 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:	13 Jun 2024 03:30
Last Modified:	13 Jun 2024 03:30
URI:	http://repository.ulb.ac.id/id/eprint/808

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