| dc.contributor.author | SANJAYA, KEVIN | |
| dc.date.accessioned | 2022-01-20T05:28:56Z | |
| dc.date.available | 2022-01-20T05:28:56Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4265 | |
| dc.description | The purpose of this research is to analyze the effect of word of mouth, trust
and store atmosphere on purchase decision at Fashion One Lombok. The research
respondents are 103 consumers of Fashion One, Lombok, NTB who are taken by
purposive sampling method. The analysis that is used is multiple regression
analysis. The independent variables are word of mouth, trust and store atmosphere,
while the dependent variable is purchase decision. The result of F hypothesis test
indicates that the regression model that is used in the research is stated feasible.
The results of the t test analysis show that the variables word of mouth, trust and
store atmosphere partially affect positive significant on consumers’ purchase
decision of Fashion One Lombok, NTB. Therefore, it can be concluded that if each
word of mouth, trust and store atmosphere gets better, it will be able to increase
consumers’ purchase decision. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menelaah pengaruh word of mouth,
kepercayaan dan store atmosphere terhadap keputusan pembelian di Fashion One
Lombok. Responden penelitian adalah 103 konsumen Fashion One, Lombok, NTB
yang diambil dengan metode pengambilan sampel purposive sampling. Analisis
yang digunakan adalah analisis regresi berganda. Variabel bebas adalah word of
mouth, kepercayaan dan store atmosphere, sedangkan variabel terikat adalah
keputusan pembelian. Hasil pengujian hipotesis uji F menunjukkan bahwa model
regresi yang digunakan dalam penelitian dinyatakan layak. Hasil analisis uji t
menunjukkan bahwa variabel-variabel word of mouth, kepercayaan dan store
atmosphere secara parsial berpengaruh signifikan positif terhadap keputusan
pembelian konsumen Fashion One Lombok, NTB. Maka dapat disimpulkan bahwa
jika masing-masing word of mouth, kepercayaan dan store atmosphere semakin
baik akan dapat meningkatkan keputusan pembelian konsumen. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | keputusan pembelian | en_US |
| dc.subject | word of mouth | en_US |
| dc.subject | kepercayaan | en_US |
| dc.subject | store atmosphere | en_US |
| dc.title | Peran Word of Mouth, Kepercayaan dan Store Atmosphere terhadap Keputusan Pembelian Konsumen di Fashion One Lombok, NTB | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0703126801 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117007 | |
| dc.identifier.dosenpembimbing | CHRISTINA WHIDYA UTAMI | |
