PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK WARDAH DIKOTA MADIUN

Wahyu Puri Antika, Rizal Ula Ananta Fauzi

Abstract


This research aims to provide partial evidence on purchasing decisions that are influenced by location, electronic word of mouth (E-WOM) and facilities at Lesung Kresek Madiun. This research uses a quantitative approach with an unknown research population. This research method uses a quantitative approach using the Lemeshow formula so that 384 people were obtained through questionnaires. The data collection technique for this research uses the purposive sampling technique. The data analysis method for this research uses Multiple Linear Regression analysis using the SPSS program. Data analysis was carried out using the Classical Assumption Test, Multiple Linear Test, t Test, F Test. This research was conducted based on the results of observations which showed that there were several problems regarding Purchasing Decisions which were influenced by Location, Electronic Word Of Mouth (E-WOM) and Facilities in Madiun Kresek Dimple. The results of this research show that location has a significant effect on purchasing decisions. Electronic Word Of Mouth (E-WOM) does not have a significant effect on purchasing decisions. Facilities have a significant influence on purchasing decisions. As well as Location, E-WOM and Facilities have a significant influence on Purchasing Decisions.

Keywords: Location, Electronic Word Of Mouth (E-WOM), Facilities, Purchasing Decisions


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