Published: 2023-06-01

Pengaruh Implementasi Harga, Word Of Mouth Dan Citra Perusahaan Dalam Keputusan Pembeli Di Cfc Rantauprapat

DOI: 10.35870/jemsi.v9i3.1097

Khairunniyar Harahap, Sumitro Sarkum, Meisa Fitri Nasution
  • Khairunniyar Harahap: Universitas Labuhanbatu ROR
  • Sumitro Sarkum: Universitas Labuhanbatu ROR
  • Meisa Fitri Nasution: Universitas Labuhanbatu ROR
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Abstract

Kemajuan teknologi dapat mempengaruhi dunia usaha yang perkembangannya juga mengalami peningkatan dan persaingan usaha yang semakin kompetitif. Akibat dari persaingan tersebut terdapat hubungan antara produsen dengan konsumen. Jumlah sampel ditetapkan sebanyak 96 responden dengan pengumpulan data melalui penyebaran kuesioner. Hal ini bertujuan untuk mengetahui penerapan harga, word of mouth dan citra perusahaan berpengaruh terhadap keputusan pembeli pembeli California Fried Chiken (CFC) Rantauprapat. Secara parsial harga berpengaruh positif dan signifikan terhadap keputusan konsumen CFC Rantauprapat. Secara parsial word of mouth tidak mempengaruhi keputusan pelanggan CFC Rantauprapat. Secara parsial citra perusahaan berpengaruh positif dan signifikan terhadap keputusan pelanggan CFC Rantauprapat. Secara simultan variabel harga, word of mouth, dan citra perusahaan secara bersama-sama berpengaruh terhadap keputusan konsumen CFC Rantauprapat.

Keywords

Harga, Word of Mouth, Citra Perusahaan, Keputusan Pembeli

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How to Cite

Harahap, K., Sumitro Sarkum, & Meisa Fitri Nasution. (2023). Pengaruh Implementasi Harga, Word Of Mouth Dan Citra Perusahaan Dalam Keputusan Pembeli Di Cfc Rantauprapat. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(3), 660-670. https://doi.org/10.35870/jemsi.v9i3.1097
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 3 (2023)

  • Section: Articles

  • Published: 2023-06-01

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