Ayu, Ananda Putri Kusuma (2026) PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA KONSUMEN KERIPIK TEMPE ‘RICO’ DI DESA KARANGTENGAH PRANDON NGAWI. S1 thesis, Universitas PGRI Madiun.
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Abstract
The purpose of this study is to empirically prove the influence of word of mouth and product quality on customer loyalty, with purchasing decisions as moderating variables. This study was conducted on all consumers of "RICO" Tempe Chips in Karangtengah Prandon Village, Ngawi. The sampling technique in this study used Non-Probability Sampling, with a sample of 384 respondents. The research method used a quantitative approach using the Path Analysis test and the Sobel test, and the assistance of the SPSS program. The results of this study indicate that: 1) Partially, the word of mouth variable (X1) has a positive and significant influence on consumer purchasing decisions. 2) Partially, the product quality variable (X2) has a positive and significant influence on consumer purchasing decisions. 3) Partially, the word of mouth variable (X1) has a positive and significant influence on customer loyalty. 4) Partially, the product quality variable (X2) has a positive and significant influence on customer loyalty. 5) Partially, the purchasing decision variable (Z) has a positive and significant influence on customer loyalty. 6) There is an influence of word of mouth and product quality on consumer purchasing decisions for Tempe Chips. 7) There is an influence of word of mouth and product quality on customer loyalty, with purchasing decisions as a mediating variable for consumers of 'RICO' Tempe Chips in Karangtengah Village, Prandon, Ngawi.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Word of Mouth, Kualitas Produk, Harga, Loyalitas Pembelian Keywords: Word of Mouth, Product Quality, Price, Purchase Loyalty |
| Subjects: | A Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | KUSUMA PUTRI ANANDA |
| Date Deposited: | 26 Oct 2026 03:12 |
| Last Modified: | 26 Oct 2026 03:34 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10626 |
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