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All Journal JURNAL EDUCATION AND DEVELOPMENT Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Business Management Journal Program Studi Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Quantitative Economics and Management Studies Daengku: Journal of Humanities and Social Sciences Innovation JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) Mandiri: Jurnal Akuntansi dan Keuangan Journal of Innovative and Creativity
Nova Jayanti Harahap
Universitas Labuhanbatu
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Pengaruh Word Of Mouth, Cita Rasa, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Rutinitas Coffee Rantauprapat Nadia Cantika Putri; Nova Jayanti Harahap
Mandiri : Jurnal Akuntansi dan Keuangan Vol. 5 No. 2 (2026): Juni 2026
Publisher : Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jak.v5i2.1974

Abstract

Penelitian Penelitian ini bertujuan untuk mengetahui pengaruh Word of mouth, cita rasa, dan kualits pelayana terhadap keputusan pembelian di Rutinitas Coffee. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Data dikumpulkan melalui kuesioner yang disebarkan kepada 97 responden yang merupakan konsumen Rutinitas Cofee. Analisis data dilakukan dengan bantuan SPSS 23 melalui serangkaian uji seperti uji validitas, reabilitas, asumsi klasik dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa word of mouth dan kualitas pelayanan berpengaruh positif dan signifikan, Sedangkan cita rasa tidak berpengaruh signifikan. Secara keseluruhan, ketiga variabel tersebut berpengaruh secara bersama-sama terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa pengalaman pelayanan yang baik dan rekomendasi positif dari konsumen lain menjaadi faktor utama yang memengaruhi keputusan pembelian, sedangkan cita rasa merupakan merupakan pertimbangan dominan dalam konteks penelitian ini. oleh karena itu, pelaku usaha disarankan terus meningkatkan kualitas pelayanan dan memperkuat komunikasi antar pelanggan guna mempertahankan kepercayaan serta loyaitas konsumen.   Abstract This study aims to determine the influence of word of mouth, taste, and service quality on purchasing decisions at Rutinitas Coffee. This study uses a quantitative method with a causal associative approach. Data were collected through questionnaires distributed to 97 respondents who are Rutinitas Coffee consumers. Data analysis was carried out using SPSS 23 through a series of tests such as validity, reliability, classical assumptions and multiple linear regression analysis. The results showed that word of mouth and service quality had a positive and significant effect, while taste did not have a significant effect. Overall, the three variables jointly influenced purchasing decisions. This finding indicates that good service experiences and positive recommendations from other consumers are the main factors influencing purchasing decisions, while taste is the dominant consideration in the context of this study. Therefore, business actors are advised to continue to improve service quality and strengthen communication between customers to maintain consumer trust and loyalty.
Co-Authors Abd. Halim Bayu Eko Broto Bhakti Helvi Rambe Bunga Pebriani Christine Herawati Limbong Elida F. S. Simanjorang Elysa Rohayani Hsb Eva Fitria Fauziah Hanum Jhonny Andrean Mila Nirmala Sari Hasibuan Muhammad Syahrinal Tampubolon Muhammad Yasir Arafat Pohan Mulya Rafika Nadia Cantika Putri Nadia Meilisa Siregar Pitriyani Pitriyani Surani Peristiyati Natalia Ginting Wilda Hasanah Yona Melia Yudi Prayoga Zulkarnain Nasution