Yaqin, Ainul (2023) Analisis Citra Merek, Inovasi Produk, Word of Mouth Terhadap Keputusan Pembelian Tekiro di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The Ministry of Industry continues to develop the mold, dies, jigs, and fixtures industry or what is commonly referred to as the equipment and tooling industry. This is done because the industry is an important part of the machinery and equipment industry in the industrial sector of capital goods, components, auxiliary materials, and industrial services that are usually absorbed by the automotive industry. With this statement, companies engaged in the field of tools will compete fiercely. One of the brands engaged in tooling is Tekiro. Tekiro has a good brand image and various innovations it has tried. In addition, the quality provided by Tekiro makes a good impression in the eyes of the public so that it can also influence consumer purchasing decisions. The purpose of this study was to determine the effect of brand image, product innovation, and word of mouth on Tekito purchasing decisions in Surabaya. This quantitative method research uses the population of Tekiro consumers in Surabaya. The number of research samples was 98 people who were taken using non-probability sampling method with purposive sampling technique. The data collection method was carried out through conventional questionnaire distribution and measured using a Likert scale. The analysis used is Partial Least Square (PLS). The results of this study indicate that the variables of brand image and word of mouth have a significant influence on purchasing decisions. In addition, the product innovation variable has an insignificant influence on Tekiro's purchasing decisions in Surabaya. The better the brand image and impression owned by Tekiro and the more differentiating innovations made by Tekiro will increase purchasing decisions by Tekiro consumers. Keywords: Brand Image, Product Innovation, Word of Mouth, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Ainul Yaqin | ||||||||||||
| Date Deposited: | 24 Aug 2023 04:35 | ||||||||||||
| Last Modified: | 24 Aug 2023 04:35 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16916 |
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