Kualitas Produk, Servicescape dan Word of Mouth Serta Pengaruhnya terhadap Keputusan Pembelian Ulang

Abstract

Abstract- This writing was done in order to determine the effect of product quality, servicescape, word of mouth on repurchase decisions. This study uses primary data sourced from questionnaires and the sample used is 75 respondents who are consumers of the Warung Kopi Rahmat. Methods of data analysis using multiple linear regression equations, coefficient of determination (R2), t test and F test. The results showed that product quality, servicescape, word of mouth have a positive effect on repurchase decisions at Warung Kopi Rahmat . The coefficient of determination test results obtained 61.1% product quality, servicescape, word of mouth can explain the repurchase decision. While the t test results of product quality, servicescape partially have a significant effect on repurchase decisions and word of mouth has no significant effect on repurchase decisions. The results of the F test, product quality, servicescape, word of mouth simultaneously have a significant effect on repurchase decisions.   Keywords- Product Quality; Servicescape; Word of Mouth; Repurchase Decision   Abstrak- Penulisan ini dilakukan dengan tujuan untuk mengetahui pengaruh kualitas produk, servicescape, word of mouth terhadap keputusan pembelian ulang. Penelitian ini menggunakan data primer yang bersumber dari kuesioner dan sampel yang digunakan sebanyak 75 responden yang merupakan konsumen dari Warung Kopi Rahmat. Metode analisis data menggunakan persamaan regersi linier berganda, uji koefisien determinasi (R2), uji t dan uji F. Hasil penelitian diketahui bahwa kualitas produk, servicescape, word of mouth berpengaruh positif terhadap keputusan pembelian ulang pada Warung Kopi Rahmat. Hasil uji koefisien determinasi diperoleh 61,1% kualitas produk, servicescape, word of mouth dapat menjelaskan keputusan pembelian ulang. Sementara hasil uji t kualitas produk, servicescape secara parsial berpengaruh signifikan terhadap keputusan pembelian ulang dan word of mouth berpengaruh tidak signifikan terhadap keputusan pembelian ulang. Hasil uji F, kualitas produk, servicescape, word of mouth secara simultan berpengaruh signifikan terhadap keputusan pembelian ulang.   Kata Kunci- Kualitas Produk; Servicescape; Word of Mouth; Keputusan Pembelian Ulang