Pengaruh Iklan di Media Sosial, Kualitas Produk, Dan Citra Merek terhadap Word of Mouth (Studi Kasus pada Studio Kopi di Yogyakarta)

Rizaldi, Rizaldi (2021) Pengaruh Iklan di Media Sosial, Kualitas Produk, Dan Citra Merek terhadap Word of Mouth (Studi Kasus pada Studio Kopi di Yogyakarta). Ringkasan Skripsi thesis, STIE YKPN.

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Abstract

Nowadays, the business world is very fierce to compete because of the increasing number of competitors day by day. Every company is required to have a strategy to be able to compete with other companies. This study aims to analyze the effect of advertising on social media, product quality, and brand image on word of mouth at the Studio Kopi in Yogyakarta. The regression analysis method was chosen by the researcher with the primary data source in the form of distributing questionnaires. The sampling technique used purposive sampling technique, namely consumers who have visited or purchased the Studio Kopi products. The tests carried out include descriptive statistical tests, validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, f tests, determination coefficient tests, multiple linear regression tests and t tests. The test results in this study indicate that advertising on social media has a positive effect on word of mouth, product quality has no effect on word of mouth and brand image has no effect on word of mouth.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number RIZ p 7017/2021
Uncontrolled Keywords: Advertising on social media, product quality, brand image, word of mouth
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 13 Jan 2023 07:12
Last Modified: 13 Jan 2023 07:12
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/442

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