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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Rahayu, Tri Septin Puji
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Economics, Econometrics & Finance

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PURCHASING DECISION: DO YOU NEED SERVICE QUALITY, PRODUCT QUALITY AND WORD OF MOUTH? Yano, Midori Aiko; Ikhsani, Mastur Mujib; Rahayu, Tri Septin Puji; Kharismasyah, Alfato Yusnar
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.12177

Abstract

This study aims to analyze the effect of service quality, product quality and word of mouth on purchasing decisions. The population is consumers at Purwokerto Cosmetic Warehouse. The sample of this study amounted to 100 respondents with the roscoe quota technique. The data analysis technique used is Structural Equation Modeling (SEM) Part Least Square (PLS). The results of this study show that service quality has a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions, word of mouth has a positive effect on purchasing decisions. Keywords: Purchasing decision, quality of service, product quality, word of mouth
Co-Authors Ikhsani, Mastur Mujib Kharismasyah, Alfato Yusnar Yano, Midori Aiko