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Analisa Perbandingan Pengaruh Social Community dan Words of Mouth terhadap Referensi Keputusan Pembelian Sepeda Motor pada Konsumen Merek Honda dan Yamaha di Jakarta Selatan

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This study examines the relationship of social communities and words of mouth toward marketing effect reference of Honda motorcycle purchases and Yamaha brand in Jakarta, South Jakarta, to be exact. This research is a descriptive and causal and it would like to compare between the social community of Honda and Yamaha as well as words of mouth marketing effect by the social community of ATPM (sole agent) Honda and Yamaha motorcycles. The researchers want to compare whether the two car manufacturers Honda and Yamaha are represented by more prominent in society.
This study took place in south Jakarta and use the questionnaire as a tool for researchers to collect data. Researchers used Normality Test, Test Validity and Reliability. To examine the deviation of the classical assumptions using Mulltikolinearity and Heterokedasity, while for multiple regression analysis using the F test and t test
The results of this study obtained the following results:
1. Data normal distribution and all valid data and reliable
2. There are no symptoms of multicollinearity and there are symptoms of heterokedasity
3. Social community and Word of mouth as a whole have an impact on the purchasing reference significant
4 motorcycles Honda or Yamaha mark in the F test. In the t test, is that the influence of the words of mouth significant influence for the purchase of the brand of reference of the motorcycle Honda and Yamaha.
Keywords: Social community,Words of mouth, Reference Honda motorcycle purchases or Yamaha brand

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Detail Information

Series Title

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Call Number

S 111102 WIS a

Publisher

Jakarta : STIE Indonesia Banking School., 2011

Collation

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Language

Indonesia

ISBN/ISSN

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Classification

658.07

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Media Type

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Carrier Type

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Edition

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Subject(s)

Skripsi IBS (Manajemen)

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