PENGARUH WORD OF MOUTH, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Penikmat Kopi Instan Nescafe Di Mahasiswa Fakultas Ekonomi UNISSULA)

Ardiansyah, Muhammad (2017) PENGARUH WORD OF MOUTH, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Penikmat Kopi Instan Nescafe Di Mahasiswa Fakultas Ekonomi UNISSULA). Undergraduate thesis, Fakultas Ekonomi UNISSULA.

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Abstract

This study entitled "influence of word of mouth, perception of price and product quality to consumer satisfaction through decision of buyer as intervening variable (case study on student of economics faculty UNISSULA). In order to realize customer satisfaction required the purchase decision with the influence of word of mouth, perception of price and product quality. The purpose of this research is to know the influence of word of mouth, perception of price and product quality to purchase decision and influence of word of mouth, perception of price and product quality to consumer satisfaction. The population of this study is students who have made the purchase of instant nescafe coffee. The number of samples researched in this research is 100 respondents. The sampling technique used is purposive sampling. The result of this research shows that variable of word of mouth (x1), perception of price (x2) of product quality (x3) have positive and significant effect to purchase decision (y1). And also word of mouth (x1), price perception (x2) product quality (x3) purchasing decision (y1) have positive and significant effect to consumer satisfaction(y2). Keywords : Word Of Mouth, Price Perception, Product Quality, Purchase Decision and Consumer Satisfaction

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi Fakultas Ekonomi > Manajemen
Depositing User:	Pustakawan 1 UNISSULA
Date Deposited:	09 Jan 2018 04:21
Last Modified:	09 Jan 2018 04:21
URI:	http://repository.unissula.ac.id/id/eprint/9212

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