BACHTIARUDDIN, MOHAMMAD YUSUF (2015) PENGARUH KEPERCAYAAN, TAMPILAN FISIK DAN INOVASI PRODUK TERHADAP PERILAKU WORD OF MOUTH PADA PRODUK INDOMIE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Trust has an important role in influencing the word of mouth behavior. Consumers who believes in a brand because of it quality will influence other consumers to consume the same brand. because the recommendation of friends or family can make a product credibility to be greater because it had been proven. Attractive and innovative packaging can provide benefit to the company exceeds the competitors and to drive sales, while a badly designed packaging can lead consumers to switch to a competing product which resulted in the company sales, and attractive tangible, different and unique will make consumers not to hesitate to choose, because they want to try new things that they think are interesting. This research use questionnaire as an instrument to get the response of the respondent. A questionnaire was spread to one hundred ten people who have ever consume indomie in Surabaya. Regression analysis was used to test the effect of independent variables on the dependent variable. Multiple Regression Analyse is used to examine the effect of the independent variables on dependent variable. The findings of this research shows trust, tangible and product innovation has positive significant effect on word of mouth behavior Keywords: Trust, Tangible, and Product Innovation, Word of Mouth Behavior
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 25 Apr 2017 04:49 |
| Last Modified: | 25 Apr 2017 04:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/931 |
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