PENGARUH HARGA, WORD OF MOUTH, FASILITAS, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI WARKOP CAK KEBO SUMBERSARI KABUPATEN JEMBER

Abstract

This research aims to determine the effect of price, word of mouth, facilities, service quality and product quality on purchasing decisions at cak kebo warkop both partially and simultaneously. This type of research is quantitative. The population in this study were buyers who had made purchases at the Cak Kebo warkop. The sample used was 60 respondents using the accidental sampling formula. The data analysis technique uses the Classical Assumption Test, Multiple linear regression analysis, Determination Coefficient Test (R2) and Hypothesis Test. The results of this study indicate that price, word of mouth and service quality have a partial effect on purchasing decisions, but facilities and product quality have no partial effect on purchasing decisions. However, all X variables simultaneously affect Y.