PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP PROSES KEPUTUSAN KONSUMEN DALAM MEMILIH KLINIK KANDUNGAN (STUDI KASUS KLINIK KANDUNGAN EMBUN PAGI SEKAYU)

BUKHORI, RULLI RAMADHAYANI and Wahab, Zakaria and Widiyanti, Marlina (2022) PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP PROSES KEPUTUSAN KONSUMEN DALAM MEMILIH KLINIK KANDUNGAN (STUDI KASUS KLINIK KANDUNGAN EMBUN PAGI SEKAYU). Master thesis, Sriwijaya University.

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Abstract

This study aims to determine how the influence of word of mouth and brand image on the consumer's decision process in choosing an obstetrics clinic (Case Study of Embun Pagi Sekayu Gynecological Clinic). Data was collected through the dissemination of questionnaires to 100 patients of Embun Pagi Gynecological Clinic Sekayu. The analysis technique used is multiple linear regression analysis. The results of this study indicate that partially word of mouth and brand image have a positive and significant effect on consumer decisions to choose Embun Pagi Sekayu clinic. This research is expected to be a reference for choosing which variables are better used in further research. Keywords: Purchase Decision, Word Of Mouth, Brand Image

Item Type:	Thesis (Master)
Uncontrolled Keywords:	Keputusan Kosumen, Word Of Mouth, Brand Image
Subjects:	#2 Repository of Library Services > Letter of Overdue Books and Library Fines
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Mrs Rulli Ramadhayani Bukhori
Date Deposited:	26 Jan 2022 06:33
Last Modified:	26 Jan 2022 06:33
URI:	http://repository.unsri.ac.id/id/eprint/62867

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