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All Journal Journal of Economics, Business, Management, Accounting And Social Sciences (JEBMASS)
Jefri Hariono
Universitas Pawyatan Daha Kediri

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PENGARUH WORD OF MOUTH (WOM) DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMEBLIAN PADA MINIMARKET SINAR BULAN Amin Sadiqin; Buyung Cahya Perdana; Rizki Arvita; Jefri Hariono
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 2 No. 3 (2024): MARCH 2024
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v2i3.130

Abstract

The aim of this study is to determine and analyze the influence of word of mouth and product diversity variables on purchasing decisions at Sinar Bulan minimarket. The research population consists of Sinar Bulan minimarket consumers. A sample of 100 people was taken using random sampling techniques. The research results prove that both word of mouth and product diversity have a positive and significant partial effect on purchasing decisions at Sinar Bulan minimarket. Furthermore, word of mouth and product diversity simultaneously have a positive and significant effect on purchasing decisions at Sinar Bulan minimarket. The magnitude of the influence of word of mouth and product diversity on purchasing decisions at Sinar Bulan minimarket is 44.8%.
Co-Authors Amin Sadiqin Buyung Cahya Perdana Rizki Arvita