Open AccessPengaruh Kualitas Produk, Word of Mouth, dan Store Image terhadap Keputusan Pembelian: Studi pada Pengunjung Toko Amigo Pedan
Author(s) -
Wita Marantika,
Sarsono Sarsono
Publication year - 2020
Publication title -
jurnal maksipreneur/jurnal maksipreneur: manajemen, koperasi, dan entrepreneurship
Language(s) - English
Resource type - Journals
eISSN - 2527-6638
pISSN - 2089-550X
DOI - 10.30588/jmp.v10i1.633
Subject(s) - advertising , product (mathematics) , purchasing , sample (material) , business , population , business administration , word of mouth , quality (philosophy) , marketing , mathematics , sociology , physics , demography , thermodynamics , quantum mechanics , geometry
Marketing is the process of selling goods and services that aims to meet and satisfy customer wants. The purpose of this study is to determine the effects of product quality, word of mouth, and store image on purchasing decisions in Amigo Pedan store, Klaten, Central Java, Indonesia. The population in this study is the visitors of Amigo Pedan with a sample of 91 respondents. The sampling technique used in this study was incidental sampling. Primary data was collected using questionnaires. This study used multiple linear regression analysis. The results of this research showed that product quality, word of mouth, and store image have significant and positive effects on purchasing decisions in the store, simultaneously. But, only the word of mouth has a significant effect on customers’ purchasing decisions in the store, partially.