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PENGARUH WORD OF MOUTH, GAYA HIDUP, DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KLINIK KECANTIKAN GLOSKIN SURABAYA

MANURUNG, ARTA ULLY SETIA NINGSIH (2015) PENGARUH WORD OF MOUTH, GAYA HIDUP, DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KLINIK KECANTIKAN GLOSKIN SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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ARTIKEL ILMIAH.pdf

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Abstract

Today, organizations have found that keeping existing customers is much less expensive than attracting a new customer. Organizations, in order to maintain its existance and continuity in the market, they must employ an integrated marketing strategies, investing their currents customers as unpaid marketers through their word of mouth. Therefore, the satisfied customer can attract new customers by word of mouth. The lifestyle in this age and product packaging are also can attract people to make their buying decision especially at a beauty clinic. The purpose of this study is to analyze the influence of word of mouth, lifestyle, and packaging on consumer purchase decision of the consumers. The sample was chosen from a hundred costumers of Gloskin beauty clinic. The simple random sampling method was used to collect the primary data. A total of 110 valid questionnaries were collected. Multiple Regression analysis was used to test the hypotheses. The findings are listed as follows: (1) Word of mouth has not a significant influence on purchase decision. (2) Lifestyle has a significant influence on purchase decision. (3) Packaging has not a significant influence on purchase decision. (4) Word of mouth, lifestyle, and packaging has a significant influence on purchase decision. Key words : Word of Mouth, Lifestyle, Packaging, Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 16 Feb 2017 08:07
Last Modified: 16 Feb 2017 08:07
URI: http://eprints.perbanas.ac.id/id/eprint/550

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