PENGARUH WORD OF MOUTH, BRAND IMAGE DAN ONLINE ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN JASA LAYANAN GRAB-FOOD

PUTRA, LEVI KUSUMA and Wahab, Zakaria and Widiyanti, Marlina (2021) PENGARUH WORD OF MOUTH, BRAND IMAGE DAN ONLINE ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN JASA LAYANAN GRAB-FOOD. Master thesis, Sriwijaya University.

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Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh word of mouth, brand image dan online advertising terhadap keputusan pembelian menggunakan jasa layanan Grab-Food. Populasi dalam penelitian ini adalah konsumen yang menggunakan jasa layanan Grab-Food. Sampel dalam penelitian ini adalah sebanyak 108 konsumen yang didapatkan melalui teknik pengambilan sampel dengan metode quota sampling dan purposive sampling. Metode pengumpulan data menggunakan kuesioner yang dibagikan kepada seluruh konsumen dan data diolah menggunakan analisis regresi linier berganda. Hasil dari analisis linier berganda menunjukkan bahwa word of mouth, brand image dan online advertising berpengaruh positif dan signifikan terhadap keputusan pembelian menggunakan jasa layanan Grab-Food. Penelitian ini diharapkan dapat menambah pengetahuan berkaitan dengan word of mouth, brand image dan online advertising dalam menggunakan jasa layanan Grab-Food dan dapat dijadikan pilihan untuk memilih variabel mana yang lebih baik digunakan untuk melakukan keputusan pembelian. Kata Kunci: Word Of Mouth, Brand Image, Online Advertising, Keputusan Pembelian, Grab-Food

Item Type: Thesis (Master)
Uncontrolled Keywords: Word Of Mouth, Brand Image, Online Advertising, Keputusan Pembelian, Grab-Food
Subjects: H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand
H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions: 01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User: LEVI KUSUMA PUTRA
Date Deposited: 27 Sep 2021 05:04
Last Modified: 27 Sep 2021 05:04
URI: http://repository.unsri.ac.id/id/eprint/54627

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