Pengaruh Brand Image, Word Of Mouth, dan Persepsi Harga Terhadap Keputusan Pembelian Kacang Gangsar di Surabaya
Abstract views: 49
DOI:
https://doi.org/10.36456/jsbr.v3i4.6462
Keywords:
Brand Image, Word Of Mouth, Persepsi Harga, Keputusan PembelianAbstract
Riset ini memiliki tujuan mengidentifikasi dan menganalisa dampak brand image, word of mouth, dan persepsi harga
pada putusan pembelian kacang Gangsar di Surabaya. Metode yang digunakam untuk mengumpulkan sampel
melalui accidental sampling sejumlah 90 orang. Dari kajian informasi, dapat diketahui dampak brand image kepada
putusan pembelian memiliki t-hitung 2,221 bernilai signifikan sebesar 0,029 (0,029 < 0,05). Word of mouth pada
keputusan pembelian memiliki t-hitung 3,338 bersama nilai signifikansi 0,001 (0,001 < 0,05). Pandangan anggaran
pada keputusan pembelian memiliki t-hitung sebesar 3,718 bersama nilai signifikan 0,000 (0,000 < 0,05) maka
diketahui bahwa brand image, word of mouth dan persepsi nilai mempengaruhi keputusan pembelian secara parsial.
Ujl f diketahui jika brand Image, word of mouth, dan persepsi biaya secara simultan berpengaruh kepada keputusan
pembelian kacang Gangsar di Surabaya
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