AL-MULTAZIM : Jurnal Manajemen Bisnis Syariah


Implementasi Negative Word Of Mouth Terhadap Brand Image Bakso Pada Restoran Bakso Dono Dalam Perspektif Ekonomi Islam (Studi Kasus Konsumen Muslim Restoran Bakso Dono)

Marfuatul Khoiriah (UIN RADEN INTAN LAMPUNG)
Dendi Aswan Saputra (UIN RADEN INTAN LAMPUNG)

Article Info

Publish Date
30 Nov 2021

Abstract

This study aims to determine the effect of Negative Word of Mouth on the brand image of meatball products at Bakso Dono Restaurant. The research uses quantitative data. The sampling technique used is accidental sampling. Tests in this study were carried out by using convergent validity, reliability testing, and hypothesis testing using the Smart PLS 3 software. The data were obtained from distributing questionnaires using a Likert scale. The population is Bakso Dono restaurant consumers who are Muslim (Islam). With a sample of 50 respondents. The result is that negative word mouth has a positive and significant effect with the value of tstatistic ttable, which is 6.472 0.273.Keywords: Negative Word of Mouth, Brand Image, Islamic economic

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Journal Info
AL-MULTAZIM : Jurnal Manajemen Bisnis Syariah
Website

Abbrev

ALMULTAZIM

Publisher

Universitas Muhammadiyah Sumatera Utara

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Description

Al-Multazim: Jurnal Manajemen Bisnis Syariah adalah jurnal Nasional peer-reviewer yang diterbitkan oleh Program Studi Manajemen Bisnis Syariah Fakultas Agama Islam Universitas Muhammadiyah Sumatera Utara. Artikel yang dimuat dalam Al-Multazim Jurnal Manajemen Bisnis Syariah adalah karya asli penulis ...