PENGARUH KUALITAS PELAYANAN BRAND IMAGE DAN WORD OF MOUTH TERHADAP MINAT BERKUNJUNG PADA MINI MARKET ISANA GANET TANJUNGPINANG

Abstract

This study aims to determine the effect of service quality brand image and word of mouth on interest in visiting the Isana Ganet mini market, Tanjungpinang. This research is a causal associative research with a quantitative approach. The variables of this research are the service quality of brand image and word of mouth as independent variables and interest in visiting as the dependent variable. This research is a population study with respondents based on chance/incidental meeting with researchers can be used as a sample, as many as 100 people. Data collection techniques using questionnaires and literature study. The data analysis method used is multiple linear regression. The results of this study indicate that the influence of service quality (X1) partially has a significant effect on Visiting Interest (Y) at the Isana Mini Market with tTable, it is found that tcount > tTable (1,839 > 1,660), Brand Image (X2) partially has no significant effect on Visiting Interest (Y) because tcount > tTable (-1.149 < 1.660), Word Of Mouth (X3) partially has a significant effect on Visiting Interest (Y) because tcount > tTable (7.580> 1.660) and based on the comparison of Fcount with FTable (F Table = 0.05, df = 100) obtained Fcount 32.211 is greater than FTable which is 2.77 (32,211 > 2.77) So in this case H4 is accepted and H0 is rejected which indicates that service quality, Brand Image and word of mouth simultaneously have a significant effect on Interested Visit