{"id":772,"date":"2019-03-18T03:07:01","date_gmt":"2019-03-17T20:07:01","guid":{"rendered":"http:\/\/skripsimahasiswa.epizy.com\/?p=167"},"modified":"2019-04-22T10:19:39","modified_gmt":"2019-04-22T03:19:39","slug":"analisis-pengaruh-promosi-penjualan-dan-word-of-mouth-erhadap-brand-awareness-dan-keputusan-pembelian-studi-kasus-scrapbook-shop-haresret","status":"publish","type":"post","link":"https:\/\/www.ciputra.ac.id\/mem\/analisis-pengaruh-promosi-penjualan-dan-word-of-mouth-erhadap-brand-awareness-dan-keputusan-pembelian-studi-kasus-scrapbook-shop-haresret\/","title":{"rendered":"Analisis Pengaruh Promosi Penjualan Dan Word Of Mouth erhadap  Brand Awareness  Dan Keputusan Pembelian Studi kasus   Scrapbook Shop Haresret"},"content":{"rendered":"<div>\n<p style='text-align:justify'>    Analisis Pengaruh Promosi Penjualan Dan  Word Of Mouth Terhadap  Brand   Awareness  Dan Keputusan Pembelian    (Studi kasus :  Scrapbook Shop, Haresret )      Haresret  merupakan sebuah perusahaan yang bergerak di bidang industri   kreatif.  Produk  utama  Haresret adalah  scrapbook  yang  dikemas  dalam  bingkai   3D  yang  dibuat  berdasarkan  permintaan  konsumen.  Para  konsumen  tentu   memiliki  pertimbangan  sebelum  mengambil  keputusan  untuk  membeli  produk   dari  sebuah  perusahaan  seperti  promosi  dan  rekomendasi  dari  orang  lain.   Melihat  fenomena  yang  terjadi  pada  perusahaan  ini,  peneliti  akan  menganalisa   pengaruh  promosi  penjualan  dan  word  of  mouth terhadap  brand  awareness  dan   keputusan pembelian.    Penelitian  ini  bertujuan  untuk  mengetahui  pengaruh  promosi  penjualan   dan  word  of  mouth terhadap  brand  awareness  dan  keputusan  pembelian  di   scrapbook  shop  Haresret.  Sampel  dalam  penelitian  ini  sebanyak  76  orang   responden  degan  kriteria  pengambilan  sampel  adalah  responden merupakan   konsumen  Haresret dalam  periode  Februari -Agustus  2015.  S eorang  responden   hanya  diperbolehkan  mengisi  kuesioner  satu  kali  saja.  Variabel  yang  digunakan   dalam  penelitian  ini  terdiri  variabel  eksogen  (promosi  penjualan  dan  word  of   mouth ),  endogen  perantara  ( brand  awareness),  dan  endogen  tergantung   (keputusan  pembe lian).  Metode  analisis  data  yang  digunakan  dalam  penelitian   ini adalah metode analisis  partial least square structural equation modeling  (PLS-  SEM).    Hasil  analisis  PLS- SEM menunjukan  bahwa  terdapat  pengaruh  yang  positif   pada Promosi penjualan (X\t  1)  dan  brand awareness  (Y\t1),  W ord of mouth  (X\t2)  dan   brand  awareness  (Y\t  1), B rand  awareness  (Y\t1)  dan  keputusan  pembelian  (Y\t2),    P romosi  penjualan  (X\t  1)  dan   keputusan  pembelian  (Y\t2),  Word  of  mouth  (X\t2)  dan   keputusan pembelian  (Y\t  2)  Scrapbook  Shop  Haresret .      Kata  Kunci :  Promosi  Penjualan , Word  of  Mouth,  Brand  Awareness,  Keputusan   Pembelian  \t  !  <\/p>\n<p>Source : <a href='https:\/\/dspace.uc.ac.id\/handle\/123456789\/605'>https:\/\/dspace.uc.ac.id\/handle\/123456789\/605<\/a> [Jika File belum masuk, akan sesegera mungkin di upload]<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Analisis Pengaruh Promosi Penjualan Dan Word Of Mouth Terhadap Brand Awareness Dan Keputusan Pembelian (Studi kasus : Scrapbook Shop, Haresret ) Haresret merupakan sebuah perusahaan yang bergerak di bidang industri kreatif. Produk utama Haresret adalah scrapbook yang dikemas dalam bingkai 3D yang dibuat berdasarkan permintaan konsumen. Para konsumen tentu memiliki pertimbangan sebelum mengambil keputusan untuk&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[10],"class_list":["post-772","post","type-post","status-publish","format-standard","hentry","category-publikasi","tag-master-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Analisis Pengaruh Promosi Penjualan Dan Word Of Mouth erhadap Brand Awareness Dan Keputusan Pembelian Studi kasus  Scrapbook Shop Haresret - Pascasarjana | Magister Manajemen - Universitas Ciputra<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ciputra.ac.id\/mem\/analisis-pengaruh-promosi-penjualan-dan-word-of-mouth-erhadap-brand-awareness-dan-keputusan-pembelian-studi-kasus-scrapbook-shop-haresret\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analisis Pengaruh Promosi Penjualan Dan Word Of Mouth erhadap Brand Awareness Dan Keputusan Pembelian Studi kasus  Scrapbook Shop Haresret - Pascasarjana | Magister Manajemen - Universitas Ciputra\" \/>\n<meta property=\"og:description\" content=\"Analisis Pengaruh Promosi Penjualan Dan Word Of Mouth Terhadap Brand Awareness Dan Keputusan Pembelian (Studi kasus : Scrapbook Shop, Haresret ) Haresret merupakan sebuah perusahaan yang bergerak di bidang industri kreatif. 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