Iqbal, Teuku Muhammad (2024) PENGALAMAN MEREK SEBAGAI PENDORONG WOM PADA MULA COFFEE LHOKSEUMAWE. S1 thesis, UNIVERSITAS MALIKUSSALEH.

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Abstract

ABSTRAK Nama : Teuku Muhammad Iqbal Program Studi : Manajemen Judul : 190410229 Penelitian ini bertujuan untuk mengetahui pengalaman merek sebagai pendorong WOM pada Mula Coffee Lhokseumawe dengan adanya data kuesioner. Variabel independen Pengalaman merek, Lokasi, Staff , Web . Sedangkan Variabel dependen yaitu Word Of Mouth (WOM) . Jenis penelitian ini menggunakan metode kuantitatif . Pengumpulan data menggunakan kuisioner yang berisi pertanyaan dan pernyataan dengan membagikannya kepada Masyarakat yang datang mengujungi Mula coffee Lhokseumawe. Teknik pemberian skor menggunakan skala likert. Penelitian ini dilakukan pada sejumlah 108 responden yang mengunjungi Mula Coffee Lhokseumawe, Penarikan sampel dihitung mengunakan Teknik Puposive Sampling, Penelitian ini menggunakan analisis regresi linier berganda dengan progam SPSS (Statistical Program for Social Science). Hasil penelitian menunjukkan bahwa secara parsial Pengalaman Merek berpengaruh terhadap WOM Mula Coffee Kota Lhokseumawe, Lokasi tidak berpengaruh terhadap WOM Mula Coffee Kota Lhokseumawe,, Suasana tidak berpengaruh terhadap WOM Mula Coffee Kota Lhokseumawe,Staff berpengaruh WOM Mula Coffee Kota Lhokseumawe, dan Web tidak berpengaruh terhadap WOM Mula Coffee Kota Lhokseumawe, Oleh karena itu, Mula Caffee harus memprioritaskan peningkatan kualitas produk, pelayanan, dan interaksi dengan staf sebagai upaya untuk meningkatkan pengaruh positif pada aktivitas WOM.. diharapkan menjadi lebih baik dalam pengembangan mengoptimalkan strategi penjualan Kata Kunci : Pengalaman Merek, Lokasi , Suasana , Web , Staff , Word Of Mouth ABSTRACT Name : Teuku Muhammad Iqbal Study Program : Management Title : 190410229 This research aims to determine brand experience as a driver of WOM at Mula Coffee Lhokseumawe using questionnaire data. Independent variables Brand experience, location, staff, web. Meanwhile, the dependent variable is Word Of Mouth (WOM). This type of research uses quantitative methods. Data collection uses a questionnaire containing questions and statements by distributing them to the public who come to visit Mula coffee Lhokseumawe. The scoring technique uses a Likert scale. This research was conducted on a total of 108 respondents who visited Mula Coffee Lhokseumawe. Sample collection was calculated using the Puposive Sampling Technique. This research used multiple linear regression analysis with the SPSS (Statistical Program for Social Science) program. The research results show that partially Brand Experience has an effect on WOM of Mula Coffee in Lhokseumawe City, Location has no effect on WOM of Mula Coffee in Lhokseumawe City, Atmosphere has no effect on WOM of Mula Coffee in Lhokseumawe City, Staff has an effect on WOM of Mula Coffee in Lhokseumawe City, and the Web has no effect on WOM of Mula Coffee in Lhokseumawe City. WOM Mula Coffee Lhokseumawe City, Therefore, Mula Caffee must prioritize improving product quality, service and interaction with staff as an effort to increase the positive influence on WOM activities... it is hoped that it will be better in developing optimizing sales strategies Keywords: Brand Experience, Location, Atmosphere, Web, Staff, Word of Mouth

Item Type: Thesis (S1)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User: Teuku Muhammad Iqbal
Date Deposited: 11 Nov 2024 05:57
Last Modified: 11 Nov 2024 05:57
URI: https://rama.unimal.ac.id/id/eprint/7434

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