Analisis Pengaruh Perceived Quality, Information Search, Word of Mouth Terhadap Purchase Intention (pada Restoran Cepat Saji di Batam)

Tina, Velens (2019) Analisis Pengaruh Perceived Quality, Information Search, Word of Mouth Terhadap Purchase Intention (pada Restoran Cepat Saji di Batam). Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dalam meneliti ini adalah mendapat informasi tentang seberapa besar efek variabel Perceived Quality, Information Search dan Word of Mouth terhadap Purchase Intention (Pada Restoran Cepat Saji di Batam). Objek dari observasi ini adalah konsumen-konsumen datang ke restoran yang memiliki minat dalam Restoran Cepat Saji di Batam. Metode yang dipakai adalah program SPSS dengan maksud memberikan informasi tentang pengaruh dari variable dependen (Perceived Quality, Information Search, Word of Mouth) terhadap variabel independen (Purchase Intention). Populasi penelitian adalah konsumen yang mengunjung ke restoran cepat saji di Batam dan sampel penelitiannya yaitu konsumen yang memakai internet untuk pemesanan makanan. Kesimpulan yang didapatkan adalah Perceived Quality, Information Search, Word of Mouth (variabel dependen) berefek signifikan positif terhadap Purchase Intention (variabel independen) secara langsung. ********************************************************************** The purpose of this research is to determine how Perceived Quality, Information Search, and Word of Mouth influence the Purchase Intention (In the Fast Food Restaurant Visit Shopping Mall in Batam). The respondents of this research consumers who dine of fastfood restaurants. The research applies SPSS program research to analyze the impact of the dependent variables (Perceived Quality, Information Search, Word of Mouth) on the independent variable (Purchase Intention). The respondents are 206 whom willingly to join the survey using google formulir questioners. The result of this research proves that Perceived Quality, Information Search, Word of Mouth have a direct and significant positive impact on Purchase Intention.

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