PENGARUH WORD OF MOUTH COMMUNICATION DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA ANGKRINGAN DI BANDARLAMPUNG
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Institusion
Universitas Teknokrat Indonesia
Author
PUSPITA, MAYA
Subject
Manajemen Produksi Dan Operasi
Datestamp
2024-02-20 02:38:16
Abstract :
This study aims to determine the influence of Word of Mouth Communication and Product Quality on Angkringan Purchasing Decisions in Bandarlampung. The population in this study is the Angkringan in the city of Bandarlampung. The sample selection in this study was carried out by purposive sampling with 160 respondents as samples and data obtained from respondents using a questionnaire distributed online. This study uses quantitative research and uses analytical methods using multiple linear regression analysis. The results showed that word of mouth communication and product quality had a positive and significant effect on purchasing decisions either partially or simultaneously. Keywords: Purchase Decision, Word of Mouth Communication, Product Quality, Angkringan
This study aims to determine the influence of Word of Mouth Communication and Product Quality on Angkringan Purchasing Decisions in Bandarlampung. The population in this study is the Angkringan in the city of Bandarlampung. The sample selection in this study was carried out by purposive sampling with 160 respondents as samples and data obtained from respondents using a questionnaire distributed online. This study uses quantitative research and uses analytical methods using multiple linear regression analysis. The results showed that word of mouth communication and product quality had a positive and significant effect on purchasing decisions either partially or simultaneously. Keywords: Purchase Decision, Word of Mouth Communication, Product Quality, Angkringan
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