PENGARUH WORD OF MOUTH (WOM) DAN CITRA MEREK MELALUI KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN BIBIT KELAPA SAWIT BERSERTIFIKAT DI UPTD BPPBTP DINAS PERKEBUNAN PROVINSI JAMBI

Masher, Shirly (2024) PENGARUH WORD OF MOUTH (WOM) DAN CITRA MEREK MELALUI KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN BIBIT KELAPA SAWIT BERSERTIFIKAT DI UPTD BPPBTP DINAS PERKEBUNAN PROVINSI JAMBI. S2 thesis, Universitas Jambi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk: 1) Menganalisis tingkat kepuasan pelanggan bibit kelapa sawit bersertifikat di UPTD BPPBTP Dinas Perkebunan Provinsi Jambi. 2) Menganalisis tingkat keputusan pembelian bibit kelapa sawit bersertifikat di UPTD BPPBTP Dinas Perkebunan Provinsi Jambi. Analisis dengan menerapkan Partial Least Squares - Structural Equation Model (PLS-SEM) dengan alat SmartPLS V4. Penelitian dilaksanakan di Pusat Pembibitan Tanaman Perkebunan UPTD Balai Pengembangan dan Produksi Benih Tanaman Perkebunan (BPPBTP) Dinas Perkebunan Provinsi Jambi, dengan jumlah ukuran sampel sebanyak 87 responden. Hasil penelitian menunjukkan: 1) Hubungan word of mouth terhadap kepuasan pelanggan bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. Hubungan citra merek terhadap kepuasan pelanggan bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. 2) Hubungan word of mouth terhadap keputusan pembelian bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. Hubungan citra merek terhadap keputusan pembelian bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. Hubungan kepuasan pelanggan terhadap keputusan pembelian bibit kelapa sawit bersertifikat adalah positif dan signifikan. Hubungan word of mouth terhadap keputusan pembelian melalui kepuasan pelanggan bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. Hubungan citra merek terhadap keputusan pembelian melalui kepuasan pelanggan bibit kelapa sawit bersertifikat adalah berpengaruh positif dan signifikan. Kata Kunci: Word of Mouth, Citra Merek, Kepuasan Pelanggan, Keputusan Pembelian ABSTRACT This study aims to: 1) Analyze the level of customer satisfaction of certified oil palm seedlings at the UPTD BPPBTP of the Jambi Provincial Plantation Service. 2) Analyze the level of purchasing decisions for certified oil palm seedlings at the UPTD BPPBTP of the Jambi Provincial Plantation Service. Analysis by applying Partial Least Squares - Structural Equation Model (PLS-SEM) with the SmartPLS V4 tool. The study was conducted at the Plantation Plant Nursery Center of the UPTD Plantation Seed Development and Production Center (BPPBTP) of the Jambi Provincial Plantation Service, with a sample size of 87 respondents. The results of the study showed: 1) The relationship between word of mouth and customer satisfaction of certified oil palm seedlings has a positive and significant effect. The relationship between brand image and customer satisfaction of certified oil palm seedlings has a positive and significant effect. 2) The relationship between word of mouth and purchasing decisions of certified oil palm seedlings has a positive and significant effect. The relationship between brand image and purchasing decisions of certified oil palm seedlings has a positive and significant effect. The relationship between customer satisfaction and purchasing decisions of certified oil palm seedlings is positive and significant. The relationship between word of mouth and purchasing decisions through customer satisfaction of certified oil palm seedlings has a positive and significant effect. The relationship between brand image and purchasing decisions through customer satisfaction of certified oil palm seedlings has a positive and significant effect. Keywords: Word of Mouth, Brand Image, Customer Satisfaction, Purchasing Decisions

Type: Thesis (S2)
Uncontrolled Keywords: Word of mouth, brand image, customer satisfactions, purchasing decisions
Subjects: L Education > L Education (General)
Divisions: Fakultas Pertanian > Agribisnis
Depositing User: Masher
Date Deposited: 16 Jul 2024 08:15
Last Modified: 16 Jul 2024 08:15
URI: https://repository.unja.ac.id/id/eprint/68246

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