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PENGARUH KEPERCAYAAN PELANGGAN TERHADAP WORD OF MOUTH, NIAT BELI DAN RETENSI PELANGGAN GERAI INDOMARET DI SURABAYA

Rizanata, Muhamad Fahmi (2014) PENGARUH KEPERCAYAAN PELANGGAN TERHADAP WORD OF MOUTH, NIAT BELI DAN RETENSI PELANGGAN GERAI INDOMARET DI SURABAYA. Undergraduate thesis, STIE PERBANAS.

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Abstract

In the intense competition of modern retail, trust on brand or a company is so needed to run a business. This occurs because trusts of the community can make potential customers or customers will want to use the products offered by the company. Along with the creation of the trust, ideally when everyone else is asking his opinion using products from the brands or a companies, then they will tell how the goodness of the product and it makes Word of Mouth (WOM) developed in the community. In addition to the creation of trusts can increase desire began to use or use in a sustainable way for the prospect or customer, its called by customer retention. 125 Questionnaire gathered data were examined by using AMOS 20.00 software in structural equation modeling style and all of the assumptions were confirmed. The research found that trust has no effect directly toward the purchase intention, but the trust has effect to purchase intention through WOM; the trust has a direct effect toward customer retention, without the mediaton of purhase intention or WOM Keywords: Trust, WOM, Purchase Intention, Retention.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 02 Mar 2017 04:25
Last Modified: 02 Mar 2017 04:25
URI: http://eprints.perbanas.ac.id/id/eprint/639

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