PENGARUH WOM (WORD OF MOUTH), BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN THAI TEA PADA DUM DUM THAI DRINKS SAMARINDA
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Date
2021-05-04Author
Rachel Pilipus, Ritna
Fikry Aransyah, Muhammad
Bharata, Wira
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The Influence of Word Of Mouth (WOM), Brand Image, and Product Quality on
Purchasing Decisions in Thai Tea Dum Dum Thai Drinks Samarinda..This study aims to
determine the effect of independent variables consisting of Word Of Mouth (X1), Brand
Image (X2), and Product Quality (X3) on Purchase Decisions (Y) either partially or
simultaneously and to determine one of the three variables most influential on Purchasing
Decisions. This type of research is a type of quantitative research. The population in the
study were all consumers of Dum Dum Thai Drinks Samarinda. The sampling technique
used was random sampling. The results of the calculation of the F test (simultaneous) show
that thevariables independentWord Of Mouth (X1), Brand Image (X2), and Product Quality
(X3) simultaneously have an influence on thevariable dependent of Purchasing Decision
(Y) from the results of t test analysis (partial) shows that Word Of Mouth (X1) and Brand
Image (X2) partially do not have a significant effect on Purchasing Decisions (Y) while
Product Quality (X3) partially affects Purchasing Decisions (Y) on Beverages Thai Tea
Dum Dum Thai Drinks Samarinda. The variable that most influences employee
performance is the Purchasing Decision variable.