The Influence of Word of Mouth, Price, Product Quality on Purchasing Decission on Coffee Drink
DOI:
https://doi.org/10.37010/jdc.v4i1.1215Keywords:
word of mouth, price, product quality, purchasing decisionAbstract
The purpose of this research is to find out the influence of word of mouth on purchasing decision, price on purchasing decision, and product quality on purchasing decision, as well as the influence of word of mouth, price, and product quality on purchasing decision. The type of research is descriptive association; the sample of this study includes 100 respondents determined by the MLE formula; the sampling technique is simple random sampling; the data is obtained by distributing a questionnaire and then analyzing it using SPSS Version 26. The research result shows that word of mouth influences purchasing decision, price significantly influences purchasing decision, product quality does not influence purchasing decision, and simultaneously, word of mouth, price, and product quality have a significant influence on purchasing decision. The originality of this study is that quality of product does not significantly influence purchasing decision, but at the same time, product quality has a significant influence on purchasing decision.
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