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PENGARUH WORD OF MOUTH DAN BRAND AWARENESS TERHADAP PURCHASE DECISION PADA KARTU OPERATOR SELULER 3 (TRI)
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This study aims to determine how word of mouth, brand awareness, and purchase
decision on cellular operator card 3 (Tri). And to find out how much influence word
of mouth has on purchase decisions, the effect of brand awareness on purchase
decisions, and the effect of word of mouth and brand awareness on purchase
decisions. In this study, word of mouth and brand awareness are the independent
variables (X), while purchase decision is the dependent variable (Y).
This study is a sample research in which consumers are respondents in the study,
for data collection using a questionnaire with a number of respondents 91 people.
The analysis method used is quantitative method with descriptive analysis and
verification analysis. To process data, the authors used the SPSS 25 program.
The results showed thatvariables had an word of mouth and brand awareness effect
on purchase decisions. Word of mouth affects purchase decisions by 30.22%, brand
awareness affects purchase decisions by 30.52%, and word of mouth and brand
awareness affects purchase decisions by 60.8%. Meanwhile, the T-test results show
that word of mouth has an effect on purchase decisions and brand awareness has
an effect on purchase decisions. The F-test shows that word of mouth and brand
awareness have an effect on purchase decisions.
Tomy Primadi - Personal Name
NONE
Text
INDONESIA
EKONOMI BM UNLA
2020
BANDUNG
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APA Citation
Tomy Primadi. (2020).PENGARUH WORD OF MOUTH DAN BRAND
AWARENESS TERHADAP PURCHASE DECISION
PADA KARTU OPERATOR SELULER 3 (TRI).(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd