PENGARUH HARGA, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN JILBAB BELLA SQUARE DI ZUTHE HIJAB MADIUN

Abstract

From 2022 the world is experiencing the trend of mamba girls, cakes, and earth which is again booming among teenagers. This makes many fashion brands appear and look for their market share. There are many new brands that cause more and more fashion businesses to compete in their sales competition. The purpose of this study was to determine the effect of price on purchasing decisions for the bella square hijab, service quality on buyer decisions, Word of Mouth on purchasing decisions for the bela square hijab at Zuthe Hijab Madiun. The method used in this research is quantitative by taking from population and samples. The research variable is the independenttt variable. The data source obtained is primary data using a questionnaire distributed to people who have purchased the bella square hijab at Zuthe Hijab Madiun. Data analysis techniques used instrument tests, validity tests, reliability tests, classical assumption tests, multicollinearity tests, heteroscedasticity tests and normality tests. The hypothesis test is the t test and the coefficient of determination. The results showed that there was a significant positive effect on all variables.

Keywords: price, service quality, word of mouth, purchasing decisions.