PENGARUH WORD OF MOUTH, PERSEPSI KONSUMEN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK HANDPHONE DI MAJU HARDWARE MADIUN

Faisal Zamroni, Rizal Ula Ananta Fauzi

Abstract


Purchasing decision is a thought in which individuals evaluate various options and make a choice on a product from many choices. This study aims to determine word of mouth, consumer perceptions, and service quality on purchasing decisions at Maju Hardware Madiun. The type of research used in this study is a quantitative approach. The population in this study are all mobile phone buyers in Maju Hardware Madiun and the number is not known. Sampling using Purposive Sampling technique. The sample used was 384 respondents. Using a purposive sampling technique, the researchers distributed questionnaires via Google form to mobile phone buyers at Maju Hardware Madiun. This research method uses a quantitative approach with statistical testing using the SmartPLS 4.0 program. Based on the results of statistical tests, it shows that partially the quality of word of mouth has a positive and significant effect on purchasing decisions, consumer perceptions have a partial positive and significant effect on purchasing decisions, service quality has a partial positive and significant effect on purchasing decisions, towards purchasing decisions in Maju Madison hardware

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References


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