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Pengaruh Word of Mouth, Kualitas Layanan, Atmosphere, Kualitas Produk, Lokasi, dan Brand Equity Terhadap Keputusan Pembelian Pada D’Kovi Turen.

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Word of Mouth, Kualitas Layanan, Atmosphere, Kualitas Produk, Lokasi, dan Brand Equity Terhadap Keputusan Pembelian Pada D’Kovi Turen.
 
Creator Zaini, Ahmad
Arifin, Rois
Khalikussabir, Khalikussabir
 
Description ABSTRACTPhenomena that occur at this time word of mouth, service quality, atmosphere, product quality, location, and brand equity become the main topics in the marketing world because they are able to make a major contribution to sales, so as to improve purchasing decisions.This research was conducted in D'Kovi, Turen sub-district of Malang, with the aim to analyze the effect of word of mouth, service quality, atmosphere, product quality, location, and brand equity on purchasing decisions partially or simultaneously, the variables used were word of mouth, service quality, atmosphere, product quality, location, and brand equity as independent variables, while purchasing decisions as the dependent variable. The sample used was visitors to D'Kovi, Turen sub-district, Malang district with 94 respondents using a survey method. The method used is a questionnaire. The analytical tool used is test instrument, classic assumption test, normality test, multiple linear regression test, hypothesis test and coefficient of determination test with the help of SPSS 20.0 software.The results showed that Word of Mouth (X1), Service Quality (X2), Atmosphere (X3), Product Quality (X4), Location (X5), and Brand Equity (X6) had a joint (simultaneous) effect on Purchasing Decisions (Y) in D'Kovi, Turen sub-district, Malang district. Keywords: word of mouth, service quality, atmosphere, product quality, location, brand equity and purchasing decisions
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2020-08-10
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/7909
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 09 No. 05 Agustus 2020
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/7909/6459
 
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