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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Siti Mudurikah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Apakah Keputusan Pembelian Produk Indomie Dipengaruhi Oleh Word Of Mouth, Citra Merek Dan Harga Riski Apriani; Siti Mudurikah; Rayhan Gunaningrat; R. Taufiq Nur Muftiyanto
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 2 No. 2 (2024): Maret : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v2i2.642

Abstract

The purchasing decision process involves consumers in deciding to purchase products/services provided by the company. Factors to consider when making a decision include word of mouth, brand image, product price. The aim of the research is to analyze the influence of word of mouth, brand image and product price on purchasing decisions for Indomie Instant Noodles. The sample size was 100 respondents who were identified as coming from students in the Greater Solo area through distributing questionnaires using random sampling. This research uses IBM SPSS Statistics version 25 for data processing. The research results show that especially word of mouth and price have a positive and significant influence on purchasing decisions. However, the significance value > 0.05 proves that brand image does not have a significant influence on purchasing decisions.
Co-Authors Muftiyanto, Taufiq Nur Rayhan Gunaningrat Riski Apriani