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All Journal Riset Ilmu Manajemen Bisnis dan Akuntansi
Qothifah Risma Febriyanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Lokasi, Harga, dan Word of Mouth Terhadap Keputusan Pembelian pada Rumah Makan Mie Mustanir Cabang M. Yamin Kota Samarinda Qothifah Risma Febriyanti; Tuti Wediawati Noor
Jurnal Rimba Riset Ilmu manajemen Bisnis dan Akuntansi Vol. 2 No. 4 (2024): November : Riset Ilmu Manajemen Bisnis dan Akuntansi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/rimba.v2i4.1329

Abstract

This research aims to determine the effect of location, price, and word of mouth on purchasing decisions partially and simultaneously. This study uses a type of quantitative research through an associative approach with a Likert scale. The sampling technique used in this study was accidental sampling technique with a sample of 105 respondents from consumers of Mustanir Noodle Restaurant, M. Yamin Branch. Hypothesis testing in this study using statistical software SPSS version 26. The results showed that partially the price and word of mouth variables had a significant effect on purchasing decisions, but the location variable had no significant effect partially on purchasing decisions. Simultaneously, the three variables have a significant effect on purchasing decisions at the Mustanir Noodle Restaurant, M. Yamin Branch.
Co-Authors Tuti Wediawati Noor