Jaurissa, Laura and Soeprapto, Vishnuvardhana S. (2015) An Analysis of Service Quality and Positive Word of Mouth Marketing Towards Customer Buying Decisions Case Study: Establishment X in Pantai Indah Kapuk Jakarta Utara. Bachelor thesis, Swiss German University.

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Abstract

Customer Buying Decisions is the process of determining whether to purchase or not to purchase a product or service based on factors influencing the decisions. It is found that service quality and positive word of mouth marketing give significant influences to customer buying decisions. This research aimed to determine and shows the influence of service quality and positive word of mouth marketing towards customer buying decisions. It focuses on a case study of Establishment X in Pantai Indah Kapuk, Jakarta Utara. This research was a quantitative research with questionnaires as the research instrument. The data was collected by distributing the questionnaire to 120 customers of Establishment X as the research respondents. Journals, books and others were also collected to gain secondary data for this research. The hypothesis testing used is multiple regression analysis. This research founds that service quality does influence customers buying decisions significantly at 35.4% and positive word of mouth marketing does influence customers buying decisions significantly at 40.1%. Based on the result, Establishment X in Pantai Indah Kapuk, Jakarta Utara should maintain the service quality and positive word of mouth marketing in a good scale to enhance the food and beverage business in Establishment X.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Customer Buying Decisions; Service Quality; Positive Word Of Mouth.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9980 SERVQUAL (Service quality framework) H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	12 Jan 2021 13:15
Last Modified:	12 Jan 2021 13:15
URI:	http://repository.sgu.ac.id/id/eprint/1668

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