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All Journal Pajak dan Manajemen Keuangan
Kartika Laila Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Keputusan Pembelian Konsumen Ditinjau dari Word of Mouth dan Lokasi pada Konveksi Sablon Majapahit di Mojokerto Kartika Laila Dewi; M. Syamsul Hidayat; Kasnowo Kasnowo
Pajak dan Manajemen Keuangan Vol. 2 No. 3 (2025): Juni : Pajak dan Manajemen Keuangan
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/pajamkeu.v2i3.1331

Abstract

This study aims to analyze the influence of word of mouth and location on consumer purchasing decisions at Konveksi Sablon Majapahit in Mojokerto. The research employs a quantitative approach with data collected through online questionnaires. The sample was selected using purposive sampling based on specific criteria. Data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results indicate that both word of mouth and location have a significant partial and simultaneous effect on purchasing decisions. Location is proven to be a more dominant factor than word of mouth. The coefficient of determination (R²) of 0.785 indicates that 78.5% of the variation in purchasing decisions can be explained by these two variables. This research is expected to serve as a practical reference for garment business owners in formulating effective marketing strategies.
Co-Authors Kasnowo Kasnowo M. Syamsul Hidayat