PENGARUH LOKASI, HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI MEBEL UD. WAHYU JATI MAGETAN

Anas Dwi Fahrudin, Dian Citaningtyas Ari Kadi

Abstract


This study is to provide empirical evidence regarding the Influence of Location, Price, Product Quality and Word of Mouth on Purchasing Decisions at Mebel UD. Wahyu Jati Magetan. This type of research is descriptive research with a quantitative approach. The sample in this study amounted to 384 respondents. The sampling method is using the purposive sampling method. Data collection in this study used a questionnaire. The data analysis technique in this study used a test tool in the form of SmartSPSS 25 software. The results of the study prove that price has a significant positive effect on purchasing decisions, product quality has a significant effect on purchasing decisions, and Word of Mouth (WOM) does not have a significant effect on purchasing decisions at Mebel UD. Wahyu Jati Magetan.

Keywords: Price, Product Quality, Word Of Mouth (E-Wom), Purchasing Decision.


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References


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