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All Journal International Journal of Management and Business Economics Jurnal Manajemen dan Bisnis Indonesia
Henny Utarsih
Universitas Ekuitas Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Kualitas Produk dan Word of Mouth terhadap Keputusan Pembelian Mie Gacoan Yulivia Nur Aulia; Henny Utarsih
Jurnal Manajemen dan Bisnis Indonesia Vol. 1 No. 2 (2026): Edisi: Januari-Maret
Publisher : Pustaka Bangsa Indonesia

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Abstract

Perkembangan bisnis kuliner di Indonesia yang semakin pesat meningkatkan persaingan antar pelaku usaha sehingga perusahaan perlu menerapkan strategi pemasaran yang efektif untuk memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan word of mouth terhadap keputusan pembelian pada Mie Gacoan Cabang Cilengkrang. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner kepada konsumen dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk dan word of mouth berpengaruh positif serta signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel tersebut juga memberikan pengaruh signifikan terhadap keputusan pembelian konsumen. Temuan ini menunjukkan bahwa peningkatan kualitas produk dan komunikasi word of mouth yang positif dapat mendorong meningkatnya keputusan pembelian konsumen.
The Influence Of Brand Image And Electronic Word Of Mouth On The Decision To Purchase Vivo Smartphones Among Students At Stie Ekuitas Bandung Henny Utarsih; Muhammad Rizky Mubarokah Azis
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1930

Abstract

The rapid growth of the smartphone industry has intensified competition among smartphone brands, making it increasingly important for companies to understand the factors influencing consumers' purchasing decisions. This study aims to examine the influence of brand image and electronic word of mouth (eWOM) on the purchasing decisions of Vivo smartphones among students at STIE Ekuitas Bandung. This research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents selected from the student population. The data were analyzed using multiple linear regression to examine both the partial and simultaneous effects of the independent variables on purchasing decisions. The findings indicate that brand image has a positive and significant effect on purchasing decisions, suggesting that a favorable brand perception increases consumers' intention to purchase Vivo smartphones. In addition, electronic word of mouth (eWOM) also has a positive and significant influence, indicating that online reviews, recommendations, and user experiences shared through digital platforms play an important role in shaping consumer purchasing decisions. Simultaneously, brand image and eWOM significantly influence purchasing decisions, implying that both variables are essential components of an effective marketing strategy. The findings provide practical implications for smartphone companies, particularly Vivo, in strengthening brand image and optimizing digital word-of-mouth strategies to enhance consumer trust and purchase decisions.  
Co-Authors Muhammad Rizky Mubarokah Azis Yulivia Nur Aulia