PENGARUH KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MELALUI WORD OF MOUTH DI WARUNG SEMBAKO TOKO  RUDI DEPOK

Muhammad Romy Faisal; Rivera Silitonga

Muhammad Romy Faisal STIE Pariwisata Internasional
Rivera Silitonga

Keywords: Product Quality, Location, Word Of Mouth, and Purchase Decision

Abstract

The purpose of this study was to analyze the influence of quality and location on purchasing decisions through word of mouth (WOM) at the grocery shop, Toko Rudi, Depok by collecting data through a questionnaire that produced 220 respondents. This results of test signify that product quality has a significant effect on purchasing decisions, and location has a significant effect on purchasing decisions, product quality has a significant influence on WOM, location has a significant effect on WOM, WOM has a significant effect on purchasing decisions, product quality has an effect significant effect on purchasing decisions through WOM, and location has a significant influence on purchasing decisions through WOM.

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas dan lokasi terhadap keputusan pembelian melalui word of mouth di warung sembako Toko Rudi Depok dengan mengumpulkan data melalui kuesioner yang mendapati 220 responden. Hasil pengujian ini menunjukkan bahwa kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian, lokasi berpengaruh signifikan terhadap keputusan pembelian, kualitas produk berpengaruh signifikan terhadap word of mouth, lokasi berpengaruh signifikan terhadap word of mouth, word of mouth berpengaruh signifikan terhadap keputusan pembelian, kualitas produk berpengaruh signifikan terhadap keputusan pembelian melalui word of moutht , dan lokasi berpengaruh signifikan terhadap keputusan pembelian melalui word of mouth.