Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/32821
Title: Pengaruh Harga, Kualitas Produk, dan Promosi di Media Sosial terhadap Keputusan Pembelian Sepatu Merek Lokal dengan Word Of Mouth sebagai Variabel Moderasi
Authors: Saputra, Mikhael Risqi
Keywords: harga;kualitas produk;promosi di media sosial;keputusan pembelian;word of mouth
Issue Date: Feb-2024
Abstract: Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, dan promosi di media sosial terhadap keputusan pembelian sepatu merek lokal dengan word of mouth sebagai variabel moderasi. Sebanyak 100 konsumen sepatu merek lokal dipilih sebagai sampel dengan menggunakan non probability sampling dan metode purposive sampling. Data dianalisis menggunakan analisis regresi linier berganda dengan menggunakan aplikasi SPSS versi 20. Hasil penelitian menunjukkan bahwa harga dan promosi di media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kualitas produk berpengaruh positif namun tidak signifikan. Word of Mouth tidak dapat memoderasi pengaruh harga, kualitas produk dan promosi di media sosial terhadap keputusan pembelian sepatu merek lokal.
This study aims to determine the effect of price, product quality, and promotion on social media on purchasing decisions for local brand shoes with word of mouth as a moderating variable. A total of 100 consumers of local brand shoes were selected as samples using non probability sampling and purposive sampling methods. The results showed that price and promotion on social media had a positive and significant effect on purchasing decisions, while product quality had a positive but insignificant effect. Word of Mouth cannot moderate the effect of price, product quality and promotion on social media on purchasing decisions for local brand shoes.
URI: https://repository.uksw.edu//handle/123456789/32821
Appears in Collections:T1 - Management



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