Analisis Pengaruh Word Of Mouth, Brand Awareness Dan Region Of Origin Terhadap Keputusan Pembelian Di Warung Lesehan Bebek Goreng Asli Gunung Kidul
Analysis of the Effect of Word of Mouth, Brand Awareness and Region Of Origin on Purchase Decisions at Warung Lesehan Bebek Goreng Original Gunung Kidul
-
(1) * Soni Am Mustakim
Fakultas Ekonomi, Prodi Manajemen, Universitas Mercu Buana Yogyakarta
Indonesia
(*) Corresponding Author
Abstract
This research do the analyzes afterwords several factors that can affect purchasing decisions in lesehan bebek goreng asli gunung kidul. The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul. The population in this study were 34.,322 people in Purwomartani village. The sampling technique was done by purposive sampling as many as 100 samples. The analytical method used is multiple linear regression method. The results of the study are as follows: (1) factors consisting of Word of Mouth, Brand Awareness, and Region Of Origin simultaneously have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (2) all factors consisting of Word Of Mouth, Brand Awareness, and Region Of Origin partially have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (3) factors that have a dominant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul are regions of origin.
References
Asmoko, Eko Ari (2017), Pengaruh Brand Image, Band Trust, Dan Brand Awareness Terhadap Keputusan Pemnbelian Shampoo Clear.Skripsi. Fakultas Ekonomi Universitas Muhammadiyah Purworejo.
Dzuljalaali, Muhammad Rifqi Zakaria (2017), Pengaruh Kesadaran Merek , Asosiasi Merek Dan Harga Terhadap Keputusan Pembelian Pada Sepatu Adidas di Surabaya.Artikel Ilmiah.Jurusan Manajemen Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya.
Febrian , Sally Meuthia (2018), Pengaruh Brand Awareness Terhadap Keputusan Pembelian Produk Zara (Studi Pada Konsumen Zara Sun Plaza Medan).Skripsi.Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sumatra Utara.
Finanda, Iknesya Rahma dan Arjuna wiwaha (2017), Pengaruh Word Of Mouth Dan Brand Image Terhadap Keputusan Penggunaan Salon Kecantikan Pada Konsumen Miloff Beauty Bar. Jurnal Ilmiah Widya Ekonomi, volume 1 nomor 2 oktober 2017
Jailani, Ahmad Syihabuddin (2013), Pengaruh Harga, Kualitas Produk Dan Region Of Origin Terhadap Keputusan Pembelian Kaos Cak Cuk Di Surabaya. Skripsi Fakultas Ekonomi Unversitas Negeri Surabaya.
Kusumawati, Hanjar (2017), Pengaruh Kesadaran Merek, Persepsi Kualitas, Dan Promosi Terhadap Keputsan Pembelian Oppo Smartphone Pada Mahasiswa S1 Fakultas Ekonomi Universitas Bhayangkara Surabaya. Jurnal Manajemen Branchmark Vol 3 Issue 3. Fakultas Ekonomi dan Bisnis, Universitas Bhayangkara Surabaya.
Najib, Muhammad Alfiyan (2016), Analisis Pengaruh Brand Awareness, Dan Perceived Value Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Detergen Merek Boom di Kabupaten Bojonegoro). Jurnal Sains Pemasaran Indonesia. Volume XV, no.1, Mei 2016, halaman 62-73
Nani (2005), Pengaruh Word Of Mouth, Harga Produk dan Kualitas Produk Terhadap Keputusan Pembelian Produk Minuman Jahe Merah Instan (Studi Kasus Pada Industri Rumah Tangga Enam Putri Jakarta).Jurnal Ilmiah Ilmu Manajemen.
Oktaviani, Putri (2017), Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Merek Aqua (Survey Pada Mahasiswa Politeknik Negeri Batam).Skripsi. Program Studi Administrasi Terapan, Jurusan Manajemen Bisnis, Politeknik Negeri Batam.
Siregar, Muhammad Fadly (2018), Pengaruh Word Of Mouth Terhadap Keputusan Pembelian (Studi Pada Café Shelter 1 Coffee Jalan Jamin Ginting Medan) .Skripsi.Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sumatra Utara.
Suciningtyas, Wulan (2012), Pengaruh Brand Awareness, Brand Image, dan Media Communication Terhadap Keputusan Pembelian.Journal.Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Semarang,Indonesia.
Copyright (c) 2019 Soni Am Mustakim
This work is licensed under a Creative Commons Attribution 4.0 International License.
