Skripsi S1

Pengaruh Brand Image, Brand Personality Terhadap Word Of Mouth Serta Dampaknya Pada Minat Beli (Studi pada Konsumen Kopi Good Day di Kecamatan Kebumen)

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Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh brand image, brand personality terhadap word of mouth serta dampakya pada minat beli. Pengumpulan data dilakukan dengan kuesioner dengan menggunakan skala likert 4 kategori. Penelitian ini mengambil sampel 100 responden pada masyarakat di Kecamatan Kebumen. Metode yang digunakan adalah purposive sampling. Hipotesis diuji menggunakan teknik analisis jalur dengan bantuan program SPSS 22.00 for windows.
Hasil penelitian ini menunjukan bahwa semua variabel valid dan reliabel, tidak terdapat multikolinieritas, dan juga tidak terjadi heteroskedastisitas serta model memenuhi asumsi normalitas.Pengaruh brand image terhadap word of mouth menunjukan bahwa brand personality berpengaruh signifikan terhadap word of mouth. Pengaruh brand personality terhadap word of mouth menunjukan bahwa brand personality berpengaruh signifikan terhadap word of mouth. Pengaruh brand image terhadap minat beli menunjukan bahwa brand image berpengaruh signifikan terhadap minat beli. Pengaruh brand personality terhadap minat beli menunjukan bahwa brand personality berpengaruh signifikan terhadap minat beli pengaruh word of mouth berpengaruh signifikan terhadap minat beli.
Kata kunci: brand image, brand personality, word of mouth, minat beli
Abstract
This study seeks to analyze the effect of brand image, brand personality, on word of mouth and influence buying interest. Data collection was carried out using a questionnaire using a 4-category Likert scale. This study sampled 100 respondents in the community in Kebumen District. The method used is purposive sampling. The hypothesis program uses path analysis techniques with the help of the SPSS 22.00 for windows program.
The results of this study indicate that all variables are valid and reliable, there is no multicollinearity, nor does heteroscedasticity occur and the model meets the assumption of normality. The influence of brand image on word of mouth shows that brand personality has a significant effect on word of mouth. The influence of brand personality on word of mouth shows that brand personality has a significant effect on word of mouth. The influence of brand image on buying interest shows that brand image has a significant effect on buying interest. The influence of brand personality on buying interest shows that brand personality has a significant effect on buying interest, the influence of word of mouth has a significant effect on buying interest.
Keywords: brand image, brand personality, word of mouth, buying interest

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Ren p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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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

Rena Maisari

Versi lain/terkait

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