Pengaruh Word Of Mouth Dan Brand Image Terhadap Perception Of Product Quality Serta Dampaknya Pada Purchase Intention Bakpia Pathok Di Yogyakarta

Authors

  • Isnanda Zainur Rohman STIE YKPN Yogyakarta

DOI:

https://doi.org/10.26486/jpsb.v7i1.556

Keywords:

word of mouth, brand image, perception of product quality, purchase intention, bakpia pathok

Abstract

Penelitian ini bertujuan untuk menguji pengaruh word of mouth dan brand image terhadap perception of product quality serta dampaknya pada purchase intention bakpia pathok di Yogyakarta. Implikasi dari penelitian ini diharapkan mampu memberikan tambahan bukti empiris untuk memperkuat konsep dan teori mengenai word of mouth, brand image, perception of product quality, dan purchase intention. Lebih jauh, penelitian ini diharapkan mampu memberikan manfaat kepada pelaku bisnis bakpia pathok sehingga dapat meningkatkan penjualannya.Penelitian ini menggunakan desain penelitian survei, dengan data bersifat cross-sectional. Responden pada penelitian ini adalah konsumen bakpia pathok di toko oleh-oleh di wilayah Daerah Istimewa Yogyakarta. Data dikumpulkan dengan self-administered survey. Pengolahan data dan pengujian hipotesis dilakukan dengan menggunakan uji regresi.Hasil riset menunjukkan pengaruh positif dan signifikan variabel word of mouth dan brand image terhadap variabel perception of product quality. Begitu juga dengan variabel perception of product quality berpengaruh positif dan signifikan terhadap purchase intention.

Author Biography

Isnanda Zainur Rohman, STIE YKPN Yogyakarta

Department of Management

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Published

2019-02-28

Issue

Vol. 7 No. 1: Februari 2019

Section

Articles

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