THE EFFECT OF PRODUCT QUALITY, PRICE, EWOM, AND PERSONAL SELLING ON THE PURCHASE DECISION OF MELINJO EMPING ATTOYIBAH UMKM

Aldo Tegar Jannatul Ma’wa, Hari Purwanto, Dian Citaningtyas Ari Kadi

Abstract


This study aims to analyze the influence of Product Quality, Price, Electronic Word of Mouth (EWOM), and Personal Selling on purchasing decisions of emping melinjo at UMKM Attoyibah in Purwosari Village, Magetan. The research employed a quantitative method using a questionnaire survey distributed to consumers who had previously purchased the product. Data were analyzed using multiple linear regression with the assistance of SPSS 25. The results indicate that the four independent variables Product Quality, Price, EWOM, and Personal Selling have a positive and significant effect on purchasing decisions. These findings suggest that improving product quality, setting appropriate prices, receiving positive consumer reviews, and applying a personal selling approach can encourage purchasing decisions. The practical implication is that MSMEs Attoyibah is advised to continuously strengthen product quality, maintain competitive pricing, optimize EWOM strategies, and enhance the effectiveness of personal selling to expand market share and improve competitiveness.

 


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References


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