ANTESEDEN KEPUTUSAN PEMBELIAN PRODUK OLIVE FRIED CHICKEN DI YOGYAKARTA DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI

Rahmatullah, NIM.: 2208011047 (2024) ANTESEDEN KEPUTUSAN PEMBELIAN PRODUK OLIVE FRIED CHICKEN DI YOGYAKARTA DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to test and analyze the factors that directly influence the purchase decision of olive fried chicken in Yogyakarta through word of mouth as a moderating variable. The model applied involves four independent variables, namely halal labeling, price, store atmosphere, and brand liking, as well as one additional variable that acts as a moderating variable, namely word of mouth. Furthermore, the dependent variable is only one, namely, the purchase decision. Data analysis was carried out using a structural equation modeling - partial least square (SEM-PLS) approach. the data used were primary data, and quantitative. Data were collected from 150 respondents by distributing questionnaires using a Likert scale with five answer options. Data analysis was carried out with the help of SmartPLS 4. The results of testing the direct relationship of all indicators used to measure variables are significant at an alpha value of 5 percent or 0.05 percent. Research shows that halal labeling, price and store atmosphere have a significant effect on purchasing decisions, while brand liking has no effect on purchasing decisions. And tests using moderating variables show mixed results. Price and store atmosphere affect purchasing decisions through word of mouth, while halal labels and brand liking have no influence on purchasing decisions through word of mouth.

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