Rahmadani, Ovia Putri (2026) PENGARUH HARGA, KEPUASAN KONSUMEN, DAN CITA RASA TERHADAP WORD OF MOUTH PADA PRODUK SOSIS SALAM DI KABUPATEN JOMBANG. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the competition among frozen food brands currently available in Indonesia, the frozen food product from Jombang Regency Sosis Salam is highly sought after by local consumers in Jombang. This study aims to determine the influence of price, consumer satisfaction, and taste on word-of-mouth within the highly competitive frozen food market. A quantitative approach using a survey method was employed in this study. The target population consisted of individuals who had purchased and consumed Sosis Salam products in Jombang Regency. Sampling was conducted using purposive sampling, yielding a sample size of 156 respondents. Data collection was conducted by distributing questionnaires. The data analysis method applied was multiple linear regression, which serves to determine the influence of several independent variables on the dependent variable. The results of the study indicate that price, consumer satisfaction, and taste have a positive and significant influence on word-of-mouth, both partially and simultaneously. These findings indicate that appropriate pricing, high levels of consumer satisfaction, and taste that aligns with consumer preferences can encourage consumers to recommend products to others. Therefore, it is crucial for companies to manage these three factors to enhance word-of-mouth marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ovia Ovia Putri Rahmadani | ||||||||
| Date Deposited: | 25 May 2026 07:09 | ||||||||
| Last Modified: | 25 May 2026 08:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52436 |
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