| dc.contributor.author | Sanjaya, Kevin | |
| dc.date.accessioned | 2023-01-20T08:21:29Z | |
| dc.date.available | 2023-01-20T08:21:29Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/5737 | |
| dc.description | The purpose of thisresearch is to analyzethe effect of word of mouth, trustand store atmosphere on purchase decisionat Fashion One Lombok. Theresearchrespondents are103 consumers of Fashion One, Lombok, NTB who aretaken bypurposive sampling method. The analysisthat isused is multiple regressionanalysis. The independent variables areword of mouth, trust and store atmosphere,while thedependent variable is purchase decision. The result of F hypothesis testindicatesthat the regression modelthat is used in the researchisstatedfeasible.The results of thettest analysis show that the variables word of mouth, trust andstore atmosphere partially affectpositive significanton consumers’ purchasedecision of Fashion One Lombok, NTB. Therefore,it can be concluded that if eachword of mouth,trustand store atmosphere getsbetter, it will be ableto increaseconsumers’ purchase decision. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menelaah pengaruhword of mouth,kepercayaan danstore atmosphereterhadap keputusan pembelian di Fashion OneLombok. Responden penelitian adalah 103 konsumenFashion One, Lombok, NTByang diambil dengan metode pengambilan sampelpurposive sampling. Analisisyang digunakan adalah analisis regresi berganda. Variabel bebas adalahword ofmouth, kepercayaan dan store atmosphere, sedangkan variabel terikat adalahkeputusan pembelian. Hasil pengujian hipotesis uji F menunjukkan bahwa modelregresi yang digunakan dalam penelitian dinyatakan layak.Hasil analisis uji tmenunjukkan bahwa variabel-variabelword of mouth, kepercayaan danstoreatmospheresecara parsial berpengaruh signifikan positif terhadap keputusanpembelian konsumen Fashion One Lombok, NTB. Maka dapat disimpulkan bahwajika masing-masingword of mouth, kepercayaan danstore atmospheresemakinbaik 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.kodeprodi | 61201 | |
| dc.identifier.nim | 10117007 | |
| dc.identifier.dosenpembimbing | Christina Whidya Utami | |
