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All Journal Warmadewa Management and Business Journal (WMBJ)
I Komang Arthur Mahendra
Fakultas Ekonomi dan Bisnis Universitas Warmadewa Denpasar, Bali-Indonesia
Economics, Econometrics & Finance

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PENGARUH HARGA, WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA CV. LAGAS JAYA BADUNG I Komang Arthur Mahendra; I Gde Agung Wira Pertama; Ida Ayu Agung Idawati
Warmadewa Management and Business Journal (WMBJ) Vol. 4 No. 2 (2022)
Publisher : Fakultas Ekonomi Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/wmbj.4.2.2022.103-111

Abstract

The purchase decision is an action taken by consumers in choosing a product from several alternative choices. This study entitled “The Influence of Price, Word of Mouth and Service Quality on Product Purchase Decisions at CV. Lagas Jaya Badung”. The purpose of this study was to determine and analyze the effect of word of mouth price and service quality on product purchasing decisions on CV. Lagas Jaya Badung both simultaneously and partially. The research data was collected using a questionnaire with a sample of 87 respondents. The research method uses quantitative analysis with multiple linear regression analysis techniques, hypothesis testing (F test and t test). Based on the results of the F test, price, word of mouth, and service quality simultaneously have a significant effect on product purchasing decision on CV. Lagas Jaya Badung. Based on the results of multiple linear regression analysis, the t test found that price, word of mouth and service quality partially have a positive and significant effect on product purchasing decisions on CV. Lagas Jaya Badung
Co-Authors I Gde Agung Wira Pertama Ida Ayu Agung Idawati