PENGARUH WORD OF MOUTH DAN IKLAN TERHADAP KEPUTUSAAN PEMBELIAN SMARTPHONE ANDROID (STUDI KASUS PADA MAHASISWA JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN STAMBUK 2010-2013

Ardiyanti, Lisa (2014) PENGARUH WORD OF MOUTH DAN IKLAN TERHADAP KEPUTUSAAN PEMBELIAN SMARTPHONE ANDROID (STUDI KASUS PADA MAHASISWA JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN STAMBUK 2010-2013. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh word of mouth dan iklan terhadap probabilias keputusan pembelian smartphone android secara parsial (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Medan Stambuk 2010-2013). Penelitian ini di laksanakan di Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Medan Stambuk 2010-2013. Dengan populasi 380 orang, dan 136 yang dijadikan sampel.Teknik pengumpulan data dalam penelitian ini dilakukan dengan cara menyebarkan angket (kuisioner) yang diolah secara statistik dengan bantuan SPSS 17, regresi logistik. Dari hasil uji regresi logistik di peroleh LnP/1-P = -5.514+1.034 +1.069 . Dari hasil pembacaan Exp(B) artinya setiap kenaikan satu satuan word of mouth maka peluang kenaikan keputusan pembelian sebesar 0,966 kali lipat. Jika setiap kenaikan satu satuan iklan makan peluang kenaikan keputusan pembelian sebesar 1,071.Kesimpulan yang bisa ditarik dari hasil analisis pada mahasiswa Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Medan Stambuk 2010-2013 adalah bahwa word of mouth dan iklan berpengaruh terhadap keputusan pembelian smartphone android.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorEmiati, Cut195605281989032001
Call Number: 658 834 3/Ard/p
Keywords: Word of mounth ; Iklan ; Keputusan pembelian ; Media iklan ; Faktor lingkungan ; Periklanan
Subjects: H Social Sciences > HB Economic Theory. Demography
H Social Sciences > HF Commerce
L Education > LB Theory and practice of education
Divisions: Fakultas Ekonomi > Pendidikan Tata Niaga
Depositing User: Mrs Farida Hanum
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/13826

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