PENGARUH E-WOM, PERSEPSI KONSUMEN, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM SAMBEL PECEL 99 DI KOTA MADIUN

Abstract

This research aims to determine the influence of e-WOM, consumer perception, price and product quality on purchasing decisions at Sambel Pecel 99 MSMEs in Madiun City partially and simultaneously. This type of research uses quantitative descriptive research. The respondents in this research were 385 visitors to the Sambel Pecel 99 MSME in Madiun City. Where to calculate the sample number of respondents using the Lemeshow formula. For data analysis in this research, the PLS application was used.

 The research results show that there is a positive and significant influence of e-wom, consumer perception, price and product quality on purchasing decisions at Sambel Pecel 99 MSMEs in Madiun City partially and simultaneously. Based on the results of the analysis, it can be seen that the R-Square for the purchasing decision variable (Y) is 0.998. These results indicate that 99.8% of the existence of purchasing decisions (Y) is influenced by the variables E-WOM (X1), Consumer Perception (X2), Price (X3), and Production Quality (X4).

Keywords: E-Wom, Consumer Perception, Price, Product Quality, and Purchasing