Pengaruh Harga, Store Atmosphere, Kualitas Produk dan WOM (Word Of Mouth) Terhadap Keputusan Konsumen Pada Penggunaan Jasa Self Foto di Studio Foto Potrait Room Madiun

SETIYAWATI, LILIS (2024) Pengaruh Harga, Store Atmosphere, Kualitas Produk dan WOM (Word Of Mouth) Terhadap Keputusan Konsumen Pada Penggunaan Jasa Self Foto di Studio Foto Potrait Room Madiun. S1 thesis, Universitas PGRI Madiun.

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Abstract

This research aims to determine the influence of price, store atmosphere, product quality and WOM (word of mouth) on consumer decisions regarding the use of self-photo services at the Portrait Room Madiun photo studio. The number of respondents was 386 people, including the people of Madiun City, the people of Madiun City who had used the Portrait Room self-photo service, and had used the photo service once. Statistical tests and data processing were carried out using Partial Least Square (SmartPLS 4.0.9.6). The research findings show that: (1) Price has a significant influence on consumer decisions in using self-photo services at Portrait Room Madiun; (2) Store atmosphere has no significant effect on consumer decisions in using self-photo services at Portrait Room Madiun; (3) Product quality has a significant influence on consumer decisions in using self-photo services at Portrait Room Madiun; (4) WOM (word of mouth) has a significant influence on consumer decisions in using self-photo services at Portrait Room Madiun. Keywords : Price, Store Atmosphere, Product Quality, WOM (Word Of Mouth), Purchasing Decisions

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Price; Store Atmosphere; Product Quality; WOM (Word Of Mouth); Purchasing Decisions
Subjects: A Social Sciences > HC Economic History and Conditions
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: LILIS SETIYAWATI LILIS
Date Deposited: 04 Oct 2024 07:44
Last Modified: 04 Oct 2024 07:44
URI: http://eprint.unipma.ac.id/id/eprint/544

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