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All Journal FUNDS: Jurnal Ilmiah Akutansi, Keuangan, dan Bisnis
Hermianty dwitia pawara pawara
Universitas Andi Djemma Kota Palopo
Economics, Econometrics & Finance

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Pengaruh cita rasa produk dan word of mount terhadap keputusan pembelian pada konsumen UMKM makanan cepat saji di kota palopo : keputusan pembelian pada konsumen umkm dikota palopo Hermianty dwitia pawara pawara; bernat pasoloran; Hermianty dwitia pawara; Raba Nathaniel; Zadli Zhadi
Funds: Jurnal Ilmiah Akuntansi, Keuangan, dan Bisnis Vol. 4 No. 2 (2026): FUNDS
Publisher : Program Studi Akuntansi Lembaga Keuangan Syariah, FEBI, IAIN Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/funds.v4i2.18432

Abstract

his study aims to analyze the influence of product taste and word of mouth (WOM) on consumer purchasing decisions of fast-food MSMEs in Palopo City. A descriptive quantitative method was applied, with data collected through observation, interviews, and questionnaires. The instruments were tested for validity and reliability, showing Cronbach’s Alpha above 0.8. Data analysis was conducted using multiple linear regression with SPSS, after passing the classical assumption tests (normality, multicollinearity,heteroscedasticity).The regression equation obtained is Y=5,214+0,412(X1),0,367(X2),with a coefficient of determination (R²) of 0.684. The results indicate that both product taste and WOM have a significant positive effect on purchasing decisions, either partially or simultaneously.
Co-Authors bernat pasoloran Hermianty dwitia pawara Raba Nathaniel Zadli Zhadi