Pengaruh Word of Mouth dan Ekuitas Merek Terhadap Keputusan Pembelian Gethuk (Studi Kasus Gethuk Semar)

Abstract

This study aims to analyze the effect of word of mouth, brand awareness, brand associations, perceived quality and brand loyalty on the purchase decision of Gethuk Semar case study. The basic method used in this research is descriptive and survey methods. The method of determining the location in this study is purposive. Sampling uses non-probability sampling method with a quota sampling type. The sample is 100 respondents. The data collection tool uses a questionnaire distributed online with Google forms and offline at the Gethuk Semar production house. Instrument testing and data analysis using SmartPLS 3.0 software. The results showed that the word of mouth and brand awareness variables did not influence the purchase decision of Gethuk Semar case study. The brand association variable, and brand loyalty have a positive effect on the purchase decision of Gethuk Semar case study. The variable of perceived quality has a negative effect on the purchase decision of Gethuk Semar case study.