PENGARUH NILAI KONSUMSI TERHADAP WORD OF MOUTH (WOM) DAN PEMBELIAN KEMBALI KONSUMEN DENGAN VARIABEL MEDIASI KEUNTUNGAN RELATIF PRODUK BLACK GARLIC

Nurul Istighfariani, 1012010502 (2020) PENGARUH NILAI KONSUMSI TERHADAP WORD OF MOUTH (WOM) DAN PEMBELIAN KEMBALI KONSUMEN DENGAN VARIABEL MEDIASI KEUNTUNGAN RELATIF PRODUK BLACK GARLIC. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menunjukkan bagaimana consumption value dan relative advantage mempengaruhi word of mouth dan repurchase intention konsumen black garlic. Kuesioner digunakan untuk pengumpulan data. Sampel yang digunakan 100 responden terdiri dari konsumen black garlic Ibu Siti. Hipotesis diuji melalui analisis data deskriptif menggunakan software Smart-PLS. Hasilnya menunjukkan consumption value dan relative advantage mempengaruhi word of mouth dan repurchase intention konsumen black garlic. Semakin positif nilai consumption value dan relative advantage pada konsumen black garlic maka semakin baik word of mouth dan repurchase intention. Begitupun sebaliknya semakin negatif nilainya maka dapat mengganggu word of mouth dan repurchase intention. Sedangkan relative advantage sebagai variabel mediasi terbukti dapat memediasi pengaruh consumption value terhadap word of mouth dan repurchase intention konsumen black garlic Ibu Siti.

Item Type:	Thesis (Undergraduate)
Additional Information:	Softfile/KK.25/UISI-01/MG
Uncontrolled Keywords:	Consumption Value, Relative Advantage, Word of Mouth, Repurchase Intention
Contributors:	Contribution Name Email Thesis advisor Marisya Mahdia Khoirina, S.M., M.M. marisya.khoirina@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Department of Management
Depositing User:	Nurul Istighfariani
Date Deposited:	24 Feb 2025 14:00
Last Modified:	24 Feb 2025 14:00
URI:	https://repository.uisi.ac.id/id/eprint/7368

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