PENGARUH KUALITAS PELAYANAN, HARGA, PROMOSI, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PADA PRABU MOTOR PONOROGO

Ilham Arif Hamdani, Hari Purwanto

Abstract


This research aims to partially determine the influence of service quality, price, promotion and e-WOM on purchasing decisions at Prabu Motor Ponorogo. This type of research is quantitative research with a total research sample of 385 Prabu Motor Ponorogo consumers. The data analysis used was multiple linear regression analysis using the IBM SPSS application. The research results show that 1) the service quality variable (X1) has a positive and significant influence on purchasing decisions, 2) the price variable (X2) has a positive and significant influence on purchasing decisions, 3) the promotion variable (X3) has a positive influence and significant on purchasing decisions, 4) the E-Wom variable (X4) has a positive and significant influence on purchasing decisions.

Keywords: Service Quality, Price, Promotion, E-Wom, and Purchasing Decisions


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