PENGARUH HARGA, INFLUENCER, SERVICESCAPE, E-WOM TERHADAP KEPUTUSAN PEMBELIAN DI BALE SAWAHH LA PARI KABUPATEN MADIUN

Abstract

Purchasing decisions in the form of steps taken by consumers before buying a product. This study aims to determine the effect of Price, Influencer, Servicescape, and E-WOM on purchasing decisions at Bale Sawahh La Pari. The research method used was quantitative, the sampling technique used a purposive sampling approach of 384 respondents. Data collection was carried out through a questionnaire using a Likert Scale. Data is processed with SPSS, as well as using. The analysis technique used is multiple linear regression analysis and classical assumption test. The results of this partial study indicate that price influences purchasing decisions at Bale Sawahh La Pari, Madiun Regency. Influencers influence purchasing decisions at Bale Sawahh La Pari, Madiun Regency. Servicescape influences purchasing decisions at Bale Sawahh La Pari, Madiun Regency. E-WOM influences purchasing decisions at Bale Sawahh La Pari, Madiun Regency. Based on the results of the determinant coefficient test, it has an Ajusted R Square value of 32.5%, which means that purchasing decisions can be explained by Price, Servicescape Influencer, and E-WOM, while the remaining 67.5% is influenced by other variables.

Keywords: Price, Influencer, Servicescape, E-Wom, Purchase Decision.