Prinanda, Anggita (2024) Pengaruh Word of Mouth, Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Sabun Mandi Merek Shinzui Oleh Masyarakat di Kota Langsa. S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRACT : Anggita Prinanda : Management :The Influence of Word of Mouth, Product Quality and Sales Promotion On Purchase Decisions of Shinzui Brand Bath Soap Products by the Community Of Langsa City. This study examined the influence of word of mouth, product quality and sales promotion on purchase decisions for Shinzui brand bath soap products by the community in Langsa City. Data for this research was collected through a survey method using a questionnaire as a data collection instrument. The population in the study was 119 consumers of Shinzui brand bath soap products in Langsa City. This research used a quantitative approach with linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. Hypothesis coefficients are determined using the SPSS version 25.0 program. The results indicate that partially sales and promotions did not have a positive or significant effect on purchase decisions for Shinzui brand bath soap products by the community in Langsa City, while word-of-mouth and product quality had a positive or significant impact on purchase decisions for Shinzui brand bath soap products by the community of Langsa City. Simultaneously, word-of-mouth, product quality, and sales promotions had a positive and significant effect on purchase decisions of Shinzui brand bath soap products by the community in Langsa City. The R Square value of 0.159 obtained from the variables can be explained by independent variables (word-of-mouth, product quality and sales promotion) 15.9%, and the remaining 84.1% can be explained by other variables not analyzed by this research. Keywords: word of mouth, product quality, sales promotion, purchase decisions

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User:	Anggita Prinanda
Date Deposited:	01 Aug 2024 08:25
Last Modified:	01 Aug 2024 08:25
URI:	https://rama.unimal.ac.id/id/eprint/3855

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