Lorosae, Gilang (2015) PENGARUH WORD OF MOUTH TERHADAP MINAT BELI ATTIC JEANS : Survei pada mahasiswa Universitas Pendidikan Indonesia angkatan tahun 2011 hingga tahun 2014. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Gilang Lorosae (1101964), Pengaruh Word of Mouth Terhadap Minat Beli Attic Jeans (survei pada mahasiswa Universitas Pendidikan Indonesia angkatan tahun 2011 hingga tahun 2014). Di bawah bimbingan Dr. Vanessa Gaffar, SE.Ak., MBA dan H. Mokh. Adib Sultan, ST. MT. Sub sektor fesyen merupakan salah satu sub sektor dalam sektor ekonomi kreatif di Indonesia yang kontribusinya dominan. Berdasarkan hasil perbandingan dengan volume penjualan beberapa merek jasa penjahitan jeans di Bandung, Attic Jeans berada pada posisi terendah. Penurunan volume penjualan juga dialami oleh Attic Jeans selama tiga tahun terakhir. Menurut pihak Attic Jeans, minat beli pelanggan yang rendah adalah penyebab dari keadaan tersebut. Penelitian ini bertujuan untuk mengetahui deskripsi word of mouth, minat beli, dan besar pengaruh word of mouth terhadap minat beli Attic Jeans pada pelanggan potensialnya. Pendekatan penelitian kuantitatif digunakan dalam penelitian ini, dengan jenis penelitian deskriptif dan verifikatif, serta metode explanatory survey. Dalam penelitian ini, mahasiswa Universitas Pendidikan Indonesia angkatan tahun 2011 hingga tahun 2014 dijadikan sebagai populasi dengan sampel sebanyak 100 orang. Penarikan sampel menggunakan metode non probability sampling, dengan teknik penarikan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier sederhana. Hasil dari penelitian menunjukkan bahwa word of mouth yang ada mengenai Attic Jeans tergolong sedang dan minat beli yang tergolong tinggi, serta word of mouth berpengaruh positif terhadap minat beli. Dengan demikian, untuk meningkatkan minat beli, dapat dilakukan dengan meningkatkan word of mouth. Kata Kunci: Word of Mouth, Minat Beli Fashion is one of the sub-sectors in the Indonesia creative economy sector which has a dominant contribution. Based on the results of the comparison with the sales volume of some jeans sewing services brands in Bandung, Attic Jeans are at the lowest position. The sales volume decrease was also experienced by Attic Jeans over the last three years. According to the Attic Jeans, low customer purchase intention is the cause of this situation. This study aims to determine the description of word of mouth, purchase intention, and the influence of word of mouth towards purchase intention of Attic Jeans on its potential customers. Quantitative research approach used in this study, with descriptive and verificative research, as well as explanatory survey method. In this study, Indonesian Education University student class of 2011 to 2014 serve as a population, and sample of 100 people. Sampling using non-probability sampling method, the withdrawal techniques using purposive sampling. The data analysis technique used is simple linear regression. Results from the study showed that the word of mouth about Attic Jeans classified as moderate and purchase intention is high, as well as word of mouth has a positive effect on puchase intention. Thus, to increase purchase intention, can be done by increasing word of mouth. Keywords: Word of mouth, purchase intention
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PEM LOR p-2015; Pembimbing : I. Vanessa Gaffar, II. Mokh. Adib Sultan |
| Uncontrolled Keywords: | Word of Mouth, Minat Beli |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mrs. Neni Sumarni |
| Date Deposited: | 13 Jul 2016 03:06 |
| Last Modified: | 13 Jul 2016 03:06 |
| URI: | http://repository.upi.edu/id/eprint/20368 |
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