Open AccessPERAN WORD OF MOUTH MEMEDIASI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
Author(s) -
Ni Putu Dinda Prameswari Putri Astaki,
Ni Made Purnami
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i09.p05
Subject(s) - word of mouth , sobel test , nonprobability sampling , path analysis (statistics) , product (mathematics) , quality (philosophy) , advertising , psychology , test (biology) , business , business administration , mathematics , statistics , medicine , population , environmental health , epistemology , biology , paleontology , philosophy , geometry
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