Yusril ade, Putra and Irda, Irda (2023) PENGARUH KUALITAS PRODUK, ELECTRONIC WORD OF MOUTH (EWOM) DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK MAGENTA COKLAT DI KOTA PADANG SKRIPSI. Diploma thesis, Universitas Bung Hatta.
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Abstract
Abstrak Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh kualitas produk, electronic word of mouth dan citra merek terhadap minat beli konsumen pada produk Magenta Coklat di Kota Padang. Pada penelitian ini yang menjadi responden adalah 80 orang konsumen Magenta Coklat Padang yang dipilih secara random. Proses penyebaran kuesioner dilakukan dengan menyebarkan kuesioner kepada responden. Metode analisis yang digunakan untuk membuktikan kebenaran hipotesis adalah regresi linear berganda yang diolah dengan menggunakan software Partial Least Square (PLS). Berdasarkan hasil pengujian hipotesis ditemukan kualitas produk, electronic word of mouth dan citra merek berpengaruh positif terhadap minat beli pada produk Magenta Coklat di Kota Padang. Hasil yang diperoleh menunjukan semakin tinggi kualitas produk, semakin positif pesan yang disampaikan konsumen melalui EWOM dan menguatnya citra Magenta akan mendorong meningkatnya minat beli konsumen pada produk Magenta Coklat Padang. Kata Kunci: Kualitas Produk, Electronic Word of Mouth, Citra Merek & Minat Beli Abstract This study aims to prove and analyze the influence of product quality, electronic word of mouth and brand image on consumer buying interest in Chocolate Magenta products in the city of Padang. In this study, the respondents were 80 consumers of Padang Chocolate Magenta who were randomly selected. The process of distributing questionnaires is done by distributing questionnaires to respondents. The analytical method used to prove the truth of the hypothesis is multiple linear regression which is processed using Partial Least Square (PLS) software. Based on the results of hypothesis testing, it was found that product quality, electronic word of mouth and brand image had a positive effect on buying interest in Chocolate Magenta products in Padang City. The results obtained show that the higher the product quality, the more positive the message conveyed by consumers through EWOM and the strengthening of Magenta's image will encourage increased consumer buying interest in Padang Chocolate Magenta products. Keywords: Product Quality, Electronic Word of Mouth, Brand Image & Purchase Intention
Item Type: | Thesis (Diploma) |
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Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
Depositing User: | Manajemen FEB |
Date Deposited: | 31 Aug 2023 01:55 |
Last Modified: | 31 Aug 2023 01:55 |
URI: | http://repo.bunghatta.ac.id/id/eprint/15313 |
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