Electronic Theses and Dissertation

Abstrak kegiatan jual-beli tidak lepas pada keputusan pembelian. keputusan pembelian merupakan sebuah tahapan sebelum pasca pembelian yang di mana konsumen dihadapkan pada dua pilihan yaitu keputusan untuk membeli dan tidak membeli. penelitian ini bertujuan untuk menguji pengaruh harga, kualitas pelayanan, dan word of mouth terhadap keputusan pembelian. data yang digunakan dalam penelitian ini yaitu data primer. penelitian ini menggunakan pendekatan kuantitatif. jumlah sampel sebanyak 100 responden yang diambil dengan metode non-probability sampling dan teknik purposive sampling. teknis analisis data menggunakan regresi linear berganda dengan bantuan spss. hasil penelitian ini ditemukan bahwa variabel harga, kualitas pelayanan, dan word of mouth berpengaruh signifikan secara simultan terhadap keputusan pembelian. hasil variabel harga, kualitas pelayanan dan word of mouth berpengaruh positif terhadap keputusan pembelian. kata kunci: harga, kulitas pelayanan, word of mouth, keputusan pembelian.

ABSTRACT Buying and selling activities cannot be separated from purchasing decisions. The purchase decision is a pre-purchase stage in which the consumer is faced with two choices, namely the decision to buy and not to buy. This study aims to examine the effect of price, service quality, and word of mouth on purchasing decisions. The data used in this research is primary data. This study uses a quantitative approach. The total sample of 100 respondents was taken by the nonprobability sampling method and the purposive sampling technique. Technical data analysis using multiple linear regression with the help of SPSS. The results of this study found that the variable price, service quality, and word of mouth have a significant effect simultaneously on purchasing decisions. The results of the variable price, service quality and word of mouth have a positive effect on purchasing decisions. Keywords: Price, Quality of Service, Word Of Mouth, Purchasing Decision