PENGARUH KUALITAS PELAYANAN, LOKASI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA ANUGERAH AL-BAGHDADI MEBEL KARAWANG

ABSTRAK Anugerah Al-baghdadi Mebel merupakan perusahaan mebel yang berfokus pada berbagai jenis produk kursi tamu, sofa, lemari, kitchen set, bedroom, wardrobe room dan lain-lain. Perusahaan Anugah Al-baghdadi Mebel juga bergerak di bidang custom furniture manufacture, yaitu menawarkan jasa pembuatan custom furniture dengan ragam pilihan material sesuai permintaan pelanggan dan menjadi distributor di beberapa toko mebel. Secara umum penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh kualitas pelayanan, lokasi dan word of mouth terhadap keputusan pembelian pada Anugerah Albaghdadi Mebel Karawang. Metode penelitian ini dengan menggunakan metode deskriptif dan verifikatif. Variabel diukur menggunakan instrumen kuesioner dan skala pengukuran yang digunakan adalah skala Likert. Sampel dikumpulkan dengan menggunakan metode Sampling accidental dengan jumlah sampel 92 responden dari populasi 1.215 orang. Teknik analisis data yang digunakan yaitu teknik Analisis Rentang Skala dan Analisis Jalur dengan bantuan Method of Successive Interval (MSI). Dari hasil analisis penelitian ini diperoleh beberapa kesimpulan yaitu 1. Hubungan antara Kualitas Pelayanan dengan Lokasi memiliki tingkat hubungan yang kuat. 2. Hubungan antara Kualitas Pelayanan dengan Word of Mouth memiliki tingkat hubungan yang sedang. 3. Hubungan antara Lokasi dengan Word of Mouth memiliki tingkat hubungan yang kuat. 4. Terdapat pengaruh parsial Kualitas Pelayanan, Lokasi dan Word of Mouth terhadap keputusan pembelian. 5. Terdapat pengaruh simultan antara Kualitas Pelayanan, Lokasi dan Word of Mouth terhadap Keputusan Pembelian. 6. Total Pengaruh Kualitas Pelayanan, Lokasi dan Word of Mouth memiliki kontribusi terhadap Keputusan Pembelian sebesar 83% sedangkan sisanya 17% merupakan kontribusi variabel lain (ε) yang tidak diteliti. Kata kunci : Kualitas Pelayanan, Lokasi, Word of Mouth, Keputusan Pembelian. ABSTRACT Anugerah Al-baghdadi Mebel is a furniture company that focuses on various types of guest chairs, sofas, cabinets, kitchen sets, bedroom, wardrobe rooms and others. Anugerah Albaghdadi mebel is also engaged in custom furniture manufacture, namely offering custom furniture manufacturing services with a variety of material choices according to customer demand and becoming distributors in several furniture stores. In general, this study aims to find out and explain the effect of service quality, location and word of mouth on purchasing decisions at Anugerah Al-baghdadi Mebel Karawang. This research method uses descriptive and verification methods. Variables were measured using a questionnaire instrument and the measurement scale used was a Likert scale. Samples were collected using accidental sampling method with a sample of 92 respondents from a population of 1,215 people. Data analysis techniques used are Scale Analysis and Path Analysis techniques with the help of Method of Successive Interval (MSI). From the research analysis there are some conclusion that: 1. The relationship between Service Quality and Location has a strong level of relationship. 2. The relationship between Service Quality with Word of Mouth has a moderate level of relationship. 3. The relationship between Location and Word of Mouth has a strong level of relationship. 4. There is a partial influence of Service Quality, Location and Word of Mouth on purchasing decisions. 5. There is a simultaneous influence between Service Quality, Location and Word of Mouth on Purchase Decisions. 6. Total Influence of Service Quality, Location and Word of Mouth contributed to the Purchasing Decision of 83% while the remaining 17% was the contribution of other variables (ε) which were not examined. Keywords: Service Quality, Location, Word of Mouth, Purchase Decision.