ANALISIS KEPUTUSAN PEMBELIAN MAKANAN KHAS DAERAH DITINJAU DARI PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Title ANALISIS KEPUTUSAN PEMBELIAN MAKANAN KHAS DAERAH DITINJAU DARI PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK SERTA DAMPAKNYA PADA LOYALITAS PELANGGAN
 
Creator Thalib, Supriadi
Setiarini, Setiarini
Ardianto, Yuli
 
Description Purpose- This study analyzes the effect of word of mouth, product quality on consumer purchasing decisions, and simultaneously analyzes purchasing decisions, word of mouth, and product quality on customer loyalty.
Design/methodology/approach- Data were collected from 150 respondents from 3 (three) areas Jakarta, Depok, and Bogor. Data analysis techniques using Path Analysis.
Findings- word of mouth and product quality have a positive effect on purchasing decisions, as well as simultaneous purchasing decisions, word of mouth affects customer loyalty but not product quality. Product quality does not affect loyalty consumption of local specialties in the city of Bogor-Depok
Implications-Local culinary SMEs are advised to maintain consumer satisfaction by interacting with them to create a positive impression. Consumers who have a positive impression will provide the word of mouth so as to increase purchasing decisions and customer loyaltyKeywords: Word of Mouth, Quality Product, Purchasing Decision, Loyalty
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2020-08-27
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/441
10.36226/jrmb.v5i3.441
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 5 No 3 (2020); 273 - 284
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/441/230
 
Rights Copyright (c) 2020 Supriadi Thalib, Setiarini Setiarini, Yuli Ardianto
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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