PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK MAKANAN DI SUMOBOO DI KOTA PALEMBANG

Gilbert, Abednego Eric (2018) PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK MAKANAN DI SUMOBOO DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to know influence word of mouth and product quality on consumer purchasing decision process. The independent variable in this research that are word of mouth and product qualitywhile the dependent variable in this research is consumer purchasing decision processThis type of research used survey. The population in this study consumers who had bought food at SUMOBOO in Palembang city. Sampling technique in this research using purposive sampling technique obtained by 100 respondents. Data analysis technique used is multiple linear regression analysis using F test, t test. The results of this study indicate that as much as 36.2% variable purchase decision process can be issued by word of mouth and product quality. In result of analysis showed thaton the result of t test analysis found that partially word of mouth variable significantly influence the purchase decision process. In product quality variable also found that variable of product quality partially have influence to purchase decision process. And on result of F test obtained that simultaneously variable of word of mouth and product quality influence to variable purchasing decision process. Keyword: word of mouth, product quality and purchasing decision process

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