PENGARUH REPUTASI MEREK DAN KOMUNITAS PELANGGAN TERHADAP NILAI PELANGGAN, WORD OF MOUTH SERTA KEPUTUSAN PEMBELIAN (Studi pada Pembeli Non-Member Produk Kesehatan Melilea di Kecamatan Lowokwaru Kota Malang) - Rahmadevita, Lusy Deasyana; Suharyono, Suharyono; Kumadji, Srikandi (FIA UB, 2013)
TujuaAbstractThe purpose of this study is to examine the extent to which Brand Reputation and customer community of Melilea Soy Milk, perspective of consumers. This study is use Accidental sampling 102 people by the number of respondents who are not members. In this study using (Path Analysis).The hypothesis of this study is a Brand Reputation has significant toward Customer Value, Reputation Brand has significant toward Word Of Mouth, Brand Reputation has significant toward buying decision, Customer Community has significant toward Customer Value, Customer Communities has significant toward Word Of Mouth, Customer Community has significant toward decision Purchasing, Customer Value has significant toward Word Of Mouth, Customer Value has significant toward buying decision, Word Of Mouth has significant toward buying decision.Keywords: Brand Reputation, Customer Communities, Customer Value, Word Of Mouth, Buying Decisionn dari penelitian ini adalah meneliti sejauh mana Reputasi Merek Susu Kedelai Melilea dan Komunitas pelanggan di mata konsumen.Cara pengambilan sampel menggunakan Accidental Sampling dengan jumlah 102 orang responden yang bukan anggota. Pada penelitian ini menggunakan analisis jalur (Path Analysis).Hipotesis penelitian ini adalah Reputasi Merek berpengaruh signifikan terhadap Nilai Pelanggan, Reputasi Merek berpengaruh signifikan terhadap Word Of Mouth, Reputasi Merek berpengaruh signifikan terhadap Keputusan Pembelian, Komunitas Pelanggan berpengaruh signifikan terhadap Nilai Pelanggan, Komunitas Pelanggan berpengaruh terhadap Word Of Mouth, Komunitas Pelanggan berpengaruh terhadap Keputusan Pembelian, Nilai Pelanggan berpengaruh signifikan terhadap Word Of Mouth, Nilai Pelanggan berpengaruh signifikan terhadap Keputusan Pembelian, Word Of Mouth berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci: Reputasi Merek, Komunitas Pelanggan, Nilai Pelanggan, Word Of Mouth keputusan Pembelian