PENGARUH KUALITAS PRODUK, HARGA, WORD OF MOUTH, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA BAKSO DAN MIE AYAM "CAK JAY" DI SURABAYA
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Institusion
Universitas Katolik Darma Cendika
Author
Liem, Dudun Sanuri
Subject
HB Economic Theory
Datestamp
2020-04-21 03:55:26
Abstract :
The more intense the competition in the business world in Surabaya. In the face of intense competition in Surabaya, every business actor must be able to compete to win the competition. Businesses are advised to be more careful in maintaining their business. Many ways done by business actors to maintain and increase consumer purchases. In this case the importance of the impact of product quality, price, word of mouth and quality of service to purchase decision. In this study the researchers analyzed more deeply about the influence of product quality, price, word of mouth and quality of service to purchase decision on meatball and chicken noodle "Cak Jay" Surabaya. The population in this research is consumer of meatball and chicken noodle "Cak Jay" Surabaya which amounts t o 100 sample. Analyst method used is multiple linear regression. Hypothesis testing using t test at 5% significant level. Indicators under study as many as 4 variables X are: product quality, price, word of mouth and service quality. The result of the research shows that the regression equation is Y = - 4,047 + 0.378 (X1) + 0.587 (X2) + 0,011 (X3) + 0. 317 (X4). Based on the coefficient of determination (R square) of 0.718 or 71.8% shows a strong level of influence. While the t test is known product quality variable (X1) that the value of t count> t table is 4.355> 1.9852 and significance level 0 <0.05, Then said product quality significantly influence purchasing decision on meatball and chicken noodle "Cak Jay" Surabaya. the price (X2) t count> t table is 4.713> 1.9852 and the significance level of 0 <0.05, Then said the price significantly influence the purchase decision on meatball and chicken noodle "Cak Jay" Surabaya. word of mouth (X3) t count value 0,05, So said word of mouth no effect to purchasing decision on meatball and chicken noodle "Cak Jay" Surabaya. and service quality (X4) t count> t table is 3.878> 1.9852 and significance level 0 <0.05, So said the quality of service has a significant effect on purchasing decision on meatball and chicken noodle "Cak
Jay" Surabaya.
The more intense the competition in the business world in Surabaya. In the face of intense competition in Surabaya, every business actor must be able to compete to win the competition. Businesses are advised to be more careful in maintaining their business. Many ways done by business actors to maintain and increase consumer purchases. In this case the importance of the impact of product quality, price, word of mouth and quality of service to purchase decision. In this study the researchers analyzed more deeply about the influence of product quality, price, word of mouth and quality of service to purchase decision on meatball and chicken noodle "Cak Jay" Surabaya. The population in this research is consumer of meatball and chicken noodle "Cak Jay" Surabaya which amounts t o 100 sample. Analyst method used is multiple linear regression. Hypothesis testing using t test at 5% significant level. Indicators under study as many as 4 variables X are: product quality, price, word of mouth and service quality. The result of the research shows that the regression equation is Y = - 4,047 + 0.378 (X1) + 0.587 (X2) + 0,011 (X3) + 0. 317 (X4). Based on the coefficient of determination (R square) of 0.718 or 71.8% shows a strong level of influence. While the t test is known product quality variable (X1) that the value of t count> t table is 4.355> 1.9852 and significance level 0 <0.05, Then said product quality significantly influence purchasing decision on meatball and chicken noodle "Cak Jay" Surabaya. the price (X2) t count> t table is 4.713> 1.9852 and the significance level of 0 <0.05, Then said the price significantly influence the purchase decision on meatball and chicken noodle "Cak Jay" Surabaya. word of mouth (X3) t count value
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