Skripsi S1

Pengaruh Perceived Product Quality, Advertising, dan Word of Mouth terhadap Keputusan Pembelian Helm KYT (Studi pada Mahasiswa di Kebumen)

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ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived product quality, advertising, dan word of mouth terhadap keputusan pembelian helm KYT (Studi pada Mahasiswa di Kabupaten Kebumen). Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh antara variabel independen dan variabel dependen. Populasi penelitian ini yaitu semua mahasiswa di kabupaten Kebumen. Sampel dalam penelitian ini sebanyak 100 orang. Instrumen atau alat pengumpulan data pada penelitian ini menggunakan kuisioner. Alat analisis data yang digunakan pada penelitian ini yaitu menggunakan analisis linear regresi berganda. Teknik analisis data yang digunakan antara lain: reliabilitas, uji t, uji F, analisis regresi berganda (skala likert) 4. Data dianalisis dengan bantuan program SPSS (Statistical Product and Service Solution) for windows versi 21. Data pembuktian hipotesis pertama bahwa perceived product quality berpengaruh signifikan terhadap keputusan pembelian, dari hasil hipotesis kedua bahwa advertising mempunyai pengaruh yang siginifikan terhadap keputusan pembelian, dari hasil pembuktian hipotesis ketiga bawa word of mouth mempunyai pengaruh yang signifikan terhadap keputusan pembelian, dari hasil pembuktian hasil hipotesis keempat perceived product quality, advertising, dan word of mouth berpengaruh siginifikan terhadap keputusan pembelian.
Kata kunci : perceived product quality, advertising, word of mouth dan keputusan pembelian dan helm KYT.



ABSTRACK
This study aims to see the effect of perceptions of product quality, advertisements, and word of mouth on purchasing decisions for KYT helmets (Studies on Students in Kebumen Regency). The purpose of this study is to analyze and explain between the independent variable and the dependent variable. The population of this research is all students in Kebumen district. The sample in the study was 100 people. Instruments or data aids in this study using a questionnaire.
The data analysis tool used in this study was multiple linear regression analysis. Data analysis techniques used include: reliability, t test, F test, multiple regression analysis (Likert scale) 4. Data were analyzed with the help of the SPSS (Statistical Product and Service Solution) program for Windows version 21. Data proving the first hypothesis that the product perceived quality has a significant effect on purchasing decisions, the results of the second hypothesis, that advertising has an effect on purchasing decisions, from the results of the evidence of the third hypothesis that word of mouth has a significant effect on purchasing decisions from the proving results of the fourth hypothesis on the perception of product quality, advertising, and word of mouth has a significant effect on purchasing decisions.
Keywords: perceived product quality, advertising, word of mouth and purchasing decisions and KYT helmets.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Ern p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Ernianti

Versi lain/terkait

Lampiran Berkas

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