PENGARUH CITRA MEREK TERHADAP WORD OF MOUTH SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada Konsumen Waroeng Pring Pethuk di Jalan Cemara Kipas Dalam, Kota Batu)

Abstract

Thiskresearch is aimed to determinekand explain: determineted the effect of Brand Image on Word of Mouth; determines the effect of Word of Mouth on  Purchase Decision; determine the effect oflBrand Image onoPurchase Decision. This study was held at Waroeng Pring Pethuk using explanatory research with quantity approach. Brand Image variable are : Corporate Image, Product Image, User Image. Dependent Variables  of this study are Word Of Mouth, and Purchase Decision. The whole variables are measured using Likert Scale. The amount of samples that have been used in this study are 116 respondents is customers of Waroeng Pring Pethuk that get influences by Word Of Mouth, based on characteristic and calculation that has been determined by the researcher. The data that used in this study was primary data. Instruments Test was using validity test and reliability test.

Keywords: BrandoImage, Word of Mouth, Purchase Decision

ABSTRAK

Model penelitian yang digunakan adalahmpenelitian eksplanatoril(explanatory research) dengan menggunakanlpendekatan kuantiatif dan.penlitian dilakukan di Waroeng Pring Pethuk. Variabelasyang digunakan dalamlpenelitianUiniUterdiri drilVariabel CitrapMerekpoyang terdiri dari beberapa indikator seperti: Citra.Perusahaan, CitradProduk, CitraaPengguna. Dependen variabel dari penelitian ini adalah WordmOf Mouth dan KeputusanaPembelian. Seluruh variabel yang ada akan diukur degan mengunakan skala Likert. Sampellayangadiunakan dalam penelitian inilsebesar 116 orang responden yaitu pengunjung Waroeng Pring Pethuk yang mendapatkan pengaruh Word Of Mouth. Pengambilan jumlah sampel berdasarkan karakteristik dan perhitungan yang telah ditentukanapeneliti. Data primer adalah data yang diunakan didalam penelitian ini. Data primerjmendapatkan sumber data dari,angket. Uji validitas dan uji reliabilitas merupakan pengujian instrumen yangldigunakan dalam penelitian ini.

KatauKunci: CitraklMerek, Word of Mouth, KeputusanhPembelian