PERAN WORD OF MOUTH MEMEDIASI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

This study aims to determine the effect of product quality on word of mouth and buying decisions, the effect of word of mouth on buying decisions and the role of word of mouth mediating the effect of product quality on Georgioswomen's product buying decisions in Denpasar. The study was conducted on 100 female in Denpasar who had made purchases on Georgioswomen. The number of respondents was determined using a purposive sampling method, namely the technique of determining samples with certain considerations. Data obtained by distributing questionnaires were analyzed using path analysis techniques (path analysis) and Sobel test. The test results state that product quality variables have a positive and significant effect on word of mouth, product quality variables have a positive and significant effect on buying decisions, word of mouth variables have a positive and significant effect on buying decisions, and word of mouth variables significantly mediate the effect of product quality against buying decisions. Keywords: product quality, word of mouth, buying decisions, online shop