Pengaruh Brand Image dan Word of Mouth Communication terhadap Keputusan Pembelian
Abstract
Purchasing decision is a process where consumers recognize their problems, seek information about a particular product or brand and evaluate each alternative well to solve their problems, which then leads to a purchasing decision. The formulation of the research problem is how the influence of brand image and word of mouth communication simultaneously on consumer purchasing decisions at Alfamart Samsam Tabanan. The number of samples taken was 100 from 77,394 consumers who visited and made purchases at Alfamart Samsam Tabanan, with a purposive sampling method. Data collection was carried out through observation, interviews, documentation, literature studies and questionnaire methods. The analysis techniques used were research instrument testing, classical assumption testing, descriptive analysis, multiple linear regression analysis, multiple correlation analysis, determination coefficient analysis, F test and t test. Based on the results of the analysis, it was found that brand image and word of mouth communication had a positive and significant effect on purchasing decisions, which means that the better the brand image and word of mouth communication, the performance at Alfamart Samsam Tabanan will increase
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