| dc.contributor.advisor | RIMIYATI, HASNAH | |
| dc.contributor.author | MA’RUF, MUHAMMAD FADHIL | |
| dc.date.accessioned | 2019-03-16T06:58:51Z | |
| dc.date.available | 2019-03-16T06:58:51Z | |
| dc.date.issued | 2019-02-04 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/25708 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan
dan kualitas produk terhadap Word of Mouth dengan keputusan pembelian sebagai
variabel intervening pada produk MSK Wings. Subjek dalam penelitian ini yaitu
mahasiswa Universitas Muhammadiyah Yogyakarta yang minimal pernah sekali
melakukan pembelian pada produk MSK Wings
Penelitian ini dilakukan dengan jumlah sampel sebanyak 130 responden.
Teknik pengambilan sampelnya menggunakan tipe nonprobability sampling
dengan metode purposive sampling. Teknik analisa yang digunakan dalam
penelitian ini adalah regresi linier berganda.
Hasil penelitian ini menunjukkan bahwa kualitas pelayanan dapat
berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk
MSK Wings. Kualitas produk berpengaruh secara positif dan signifikan terhadap
keputusan pembelian produk MSK Wings. Keputusan pembelian berpengaruh
secara positif dan signifikan terhadap Word of Mouth produk MSK Wings.
Kualitas pelayanan berpengaruh secara positif dan signifikan terhadap Word of
Mouth produk MSK Wings. Kualitas produk berpengaruh secara positif dan
signifikan terhadap Word of Mouth produk MSK Wings. Keputusan pembelian
mampu memediasi hubungan antara kualitas pelayanan dan Word of Mouth pada
produk MSK Wings. Keputusan pembelian mampu memediasi hubungan antara
kualitas produk dan Word of Mouth pada produk MSK Wings. | en_US |
| dc.description.abstract | This study aims to analyze the effect of service quality and product quality
on Word of Mouth with purchasing decisions as an intervening variable on MSK
Wings products. The subjects in this study were students of Muhammadiyah
Yogyakarta University who had at least once purchased MSK Wings products
This research was conducted with a total sample of 130 respondents. The
sampling technique uses a nonprobability sampling type with a purposive
sampling method. The analysis technique used in this study is multiple linear
regression.
The results of this study indicate that service quality can have a positive
and significant effect on purchasing decisions of MSK Wings products. Product
quality has a positive and significant effect on purchasing decisions of MSK
Wings products. Purchasing decisions have a positive and significant effect on the
Word of Mouth of MSK Wings products. Service quality has a positive and
significant effect on the Word of Mouth of MSK Wings products. Product quality
has a positive and significant effect on the Word of Mouth of MSK Wings
products. Purchasing decisions can mediate the relationship between service
quality and Word of Mouth on MSK Wings products. The purchase decision is
able to mediate the relationship between product quality and Word of Mouth on
MSK Wings products. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Service Quality, Product Quality, Purchasing Decision, Word of Mouth. | en_US |
| dc.title | ANALISIS PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP WORD OF MOUTH DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA PRODUK MSK WINGS | en_US |
| dc.type | Thesis
SKR
FEB
071 | en_US |
