<![CDATA[Penelitian ini bertujuan untuk mengkaji pengaruh variabel independen terhadap variabel dependen dan menguji apakah variabel moderasi mampu memperkuat hubungan antara variabel independen terhadap variabel dependen. Variabel independen pada penelitian ini ialah Produk dan Harga, variabel dependennya ialah Keputusan Pembelian serta Word of Mouth (WOM) yang berperan sebagai variabel moderasi. Metode yang digunakan ialah metode kuantitatif. Teknik pengambilan sampel yang dipergunakan adalah Non-Probability Sampling dengan pendekatan purposive sampling. Jumlah sampel sebanyak 100 responden. Penelitian ini menggunakan metode Moderation Regression Analysis (MRA) yang dibantu oleh aplikasi analisis data SPSS 22. Hasil penelitian menunjukkan bahwa produk dan harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian, serta Word of Mouth memoderasi secara kuat hubungan antara produk dan harga terhadap keputusan pembelian di UD Farida Jaya Plastik. This research aims to analyze the influence of the independent variable on the dependent variable and to test whether the moderating variable can strengthen the relationship between the independent variable and the dependent variable. The independent variables in this research are Product and Price, the dependent variables are Purchasing Decisions and Word of Mouth (WOM) which act as moderating variables. This research used a quantitative method. The sampling on data collection technique was a Non-Probability Sampling with a purposive sampling approach. The total of the sample was 100 respondents. This research used the Moderation Regression Analysis (MRA) method which was assisted by the SPSS 22 data analysis application. The results of the study show that product and price partially have a positive and significant effect on purchasing decisions, and Word of Mouth strongly moderates the relationship between product and price on purchasing decisions at UD Farida Jaya Plastik.]]>
