Pengaruh Kepercayaan, Perilaku Konsumen, dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Obat Resep Dokter di Rumah Sakit DKT Gubeng Surabaya. (The Influence of Trust, Consumer Behavior, and Word of Mouth (WOM) on Prescription Drug Purchase Decisions at DKT Hospital Gubeng Surabaya).

Saputri, Ekky Rahmahwati (2024) Pengaruh Kepercayaan, Perilaku Konsumen, dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Obat Resep Dokter di Rumah Sakit DKT Gubeng Surabaya. (The Influence of Trust, Consumer Behavior, and Word of Mouth (WOM) on Prescription Drug Purchase Decisions at DKT Hospital Gubeng Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Keputusan pembelian merupakan proses individu untuk mengenali masalahnya, mencari informasi mengenai kebutuhannya, mengevaluasi alternative, memutuskan untuk membeli kebutuhannya dan menilai kembali apa yang sudah dibelinya. Dalam seseorang melakukan keputusan pembelian terdapat tiga hal yang mempengaruhinya, yang pertama adalah kepercayaan, kemudian seseorang berperilaku untuk melakukan keputusan pembelian, dan yang terakhir, seseorang tersebut memasarkan dari mulut ke mulut (Word Of Mouth (WOM)). Oleh karena itu, Bagian Instalasi Farmasi Rumah Sakit DKT Gubeng perlu meningkatkan pelayanan yang baik dengan komunikasi efektif untuk mempertahankan serta meningkatkan keputusan pembelian obat resep dokter di Rumah Sakit DKT Gubeng Surabaya. Penelitian ini bertujuan untuk menganalisis Pengaruh Kepercayaan, Perilaku Konsumen dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian Obat Resep Dokter di Rumah Sakit DKT Gubeng Surabaya. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif korelasi ganda dan kausal. Jumlah sampel yang ditetapkan adalah 100 responden dengan teknik Purposive Sampling. Dalam pengumpulan data menggunakan bantuan kuesioner dengan pengukuran skala likert. Data yang sudah diperoleh kemudian diolah menggunakan SPSS Versi 24, pengujian yang digunakan antara lain Uji Instrumen yaitu Uji Validitas dan Uji Reliabilitas; Uji Asumsi Klasik yaitu Uji Normalitas, Uji Multikolinieritas, Uji Heterokedastisitas; Uji Analisis Data yaitu Uji Regresi Linier Berganda dan Uji Koefisien Determinasi (R2) dan Uji Hipotesis menggunakan Uji T dan Uji F. Hasil penelitian ini menunjukkan baik secara parsial maupun simultan variabel Kepercayaan, Perilaku Konsumen dan Word Of Mouth (WOM) berpengaruh secara signifikan terhadap variabel Keputusan Pembelian Obat Resep Dokter di Rumah Sakit DKT Gubeng Surabaya. Kata Kunci: Kepercayaan, Perilaku Konsumen dan Word Of Mouth (WOM).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kepercayaan, Perilaku Konsumen Dan Word Of Mouth (WOM)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1212000002 Ekky Rahmahwati Saputri
Date Deposited:	17 Oct 2001 18:41
Last Modified:	17 Oct 2001 18:41
URI:	http://repository.untag-sby.ac.id/id/eprint/35548

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