PENGARUH HARGA, WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DALAM MEMILIH EVENT ORGANIZER (STUDI KASUS DI UN PRODUCTION)

Abstract

Penelitian ini bertujuan untuk mengetahui (1) Bagaimana pengaruh harga, word of mouth dan citra merek secara simultan terhadap keputusan pembelian pada Event Organizer pada UN Production, dan Bagaimana pengaruh harga, word of mouth dan citra merek secara parsial terhadap keputusan pembelian pada Event Organizer pada UN Production. Rancangan penelitian yang digunakan adalah asosiatif. Sampel yang digunakan sebanyak 100 responden. Untuk mengukur pengaruh antar variabel, digunakan multiple linier regression dan untuk uji hipotesis digunakan uji hipotesis F dan t. Hasil penelitian adalah: (1) Harga, Word of Mouth, dan Citra Merek secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production, (2) Harga berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production, serta (3) Word of Mouth dan Citra Merek secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Even Organizer UN Production. This study aims to determine (1) How the impact of price, word of mouth, and branch image simultaneously to purchase decisions of Event Organizer at Un Production, and (2) How the impact of price, word of mouth, and branch image partially to purchase decisions of Event Organizer at Un Production. The study design used is associative. The samples used were 100 respondens. To measure the influence between variables, used multiple linear regression and to test the hypothesis used to test the hypothesis F and t. Results of the study are: (1) Simultaneously price, word of mouth, and branch image have a significant effect to purchase decisions of Event Organizer at Un Production, (2) Price have a negative and no significant effect to purchase decisions of Event Organizer at Un Production, and (3) Partially word of mouth and branch image have a positive and significant effect to purchase decisions of Event Organizer at Un Production