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Soni Am Mustakim
Fakultas Ekonomi, Prodi Manajemen, Universitas Mercu Buana Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Word Of Mouth, Brand Awareness Dan Region Of Origin Terhadap Keputusan Pembelian Di Warung Lesehan Bebek Goreng Asli Gunung Kidul Soni Am Mustakim
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol 5 No 1 (2019): March
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (161.383 KB) | DOI: 10.21070/jbmp.v5i1.1893

Abstract

This research do the analyzes afterwords several factors that can affect purchasing decisions in lesehan bebek goreng asli gunung kidul. The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul. The population in this study were 34.,322 people in Purwomartani village. The sampling technique was done by purposive sampling as many as 100 samples. The analytical method used is multiple linear regression method. The results of the study are as follows: (1) factors consisting of Word of Mouth, Brand Awareness, and Region Of Origin simultaneously have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (2) all factors consisting of Word Of Mouth, Brand Awareness, and Region Of Origin partially have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (3) factors that have a dominant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul are regions of origin.
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