Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

ABSTRAKSI
Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth dan persepsi konsumen terhadap keputusan penggunaan jasa reparasi laptop dengan citra toko sebagai intervening. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert 4. Populasi dalam penelitian ini adalah pengunjung graha komputer yang menggunakan jasa reparasi laptop. Sampel penelitian sebanyak 100 responden dengan metode purposive sampling. Berdasarkan metode statistika dilakukan uji validitas, uji reliabilitas, uji asumsi klasik, uji hipotesis, uji koefisien determinasi, analisis korelasi, analisis jalur, dan uji sobel test dengan bantuan program SPSS for windows versi 23.0. Hasil dari penelitian ini yaitu word of mouth tidak berpengaruh signifikan terhadap citra toko dan keputusan penggunaan, persepsi konsumen berpengaruh signifikan terhadap citra toko dan keputusan penggunaan, citra toko berpengaruh signifikan terhadap keputusan penggunaan. Selanjutnya citra toko tidak dapat memediasi hubungan antara word of mouth dan persepsi konsumen terhadap keputusan penggunaan.
Kata Kunci: Word of Mouth, Persepsi Konsumen, Citra Toko, Keputusan Penggunaan.
Abstract
This study aims to determine the effect of word of mouth and consumer perceptions on the decision to use laptop repair services with the store image as an intervention. The data was collected using a questionnaire with a Likert scale 4. The population in this study were visitors to the computer housekeeping who used laptop repair services. The research sample was 100 respondents using purposive sampling method. Based on the statistical method, the validity test, reliability test, classic assumption test, hypothesis test, determination coefficient test, correlation analysis, path analysis, and sobel test were conducted using the SPSS for windows version 23.0 program. The results of this study are word of mouth that has no significant effect on store image and usage decisions, consumer perceptions have a significant effect on store image and usage decisions, store image has a significant effect on usage decisions. Furthermore, store image cannot mediate the relationship between word of mouth and consumer perceptions of use decisions.
Keywords: Word of Mouth, Consumer Perception, Store Image, Use Decision.