ANALISIS PENGARUH WORD OF MOUTH (WOM), KUALITAS PRODUK, LOKASI, DAN LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Halte Store Purwokerto)

HARTANTYO, ARI SATRIO (2015) ANALISIS PENGARUH WORD OF MOUTH (WOM), KUALITAS PRODUK, LOKASI, DAN LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Halte Store Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The present economic development stimulates the competition for all business sectors. The strict competition cause businessman compete each other in improving the selling for the expected profit. Therefore, there should be an effort to improve the buying decision of consumer. The research aimed to analyze the effect of independent variable word of mouth, product quality, location and service toward dependent variable named buying decision. The research used primary data from questionnaire with 100 samples from “Halte Store” which is located in HR Bunyamin street, Ruko BancarKembar No.3 Purwokerto. The data were analyzed throught multiple linier regression. This research showed the variable word of mouth, product quality, location and service significantly and positively affect the dependent variable named buying decision on Halte Store.

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