Pengaruh Eksistensi Lokasi Dan Word Of Mouth Terhadap Keputusan Pembelian Keripik Jagung Kota Blitar - DAPUT, GERVASIUS RIVALDINO; Widiatama, Jeka; Zamrodah, Yuhanin; Budiman, Eko Wahyu (Program Studi Agribisnis, 2024)
ABSTRACT The purpose of this study is to analyze the influence and the most dominant variable between location existence (X1), Word of Mouth (X2) on the purchase decision process of Jaya Tani corn chips products. This research is quantitative with a sample size of 30 and the method used for analysis is (SEM-PLS). Based on the validity test results, it shows that the loading factor value>0.7 and AVE value>0.5 are declared valid. In the reliability test, the composite reliability and Cronbach's alpha values>0.7 are said to be reliable. It can be concluded that H1 is rejected, which states that location (X1) has a positive and insignificant effect. H2 which is accepted that word of mouth (X2) has a positive and significant effect. H3 is accepted where based on the data, it is found that the effect size value on the word of mouth variable is 0.323. Based on these results, it can be stated that the word of mouth variable (X2) has a greater influence than the location variable (X1) in influencing the consumer purchase decision process (Y) of Jaya Tani corn chips products. Keyword: Location, Purchase Decision, Structural Equation Modeling Partial Least Square (SEM-PLS) ABSTRAK Tujuan penelitian ini untuk menganalisis pengaruh dan variabel yang paling dominan antara eksistensi lokasi (X1), Word of Mouth (X2) dan terhadap proses keputusan pembelian produk keripik jagung Jaya Tani. Jenis penelitian ini adalah kuantitatif dengan jumlah sampel sebesar 30 dan metode yang digunakan (SEM-PLS). Berdasarkan hasil uji validitas menujukkan bahwa nilai loading faktor>0.7 dan nilai AVE>0.5 dinyatakan valid. Pada uji reliabilitas nilai composite reliability dan cronbach’s alpha > 0.7 dikatakan reliabel. Dapat disimpulkan bahwa H1 ditolak, menunjukkan bahwa lokasi (X1) memiliki pengaruh positif namun tidak signifikan. H2 diterima, menyatakan bahwa word of mouth (X2) berdampak positif dan signifikan. H3 diterima, dengan data menunjukkan bahwa nilai effect size variabel word of mouth adalah 0.323. Berdasarkan hasil ini, dapat disimpulkan bahwa variabel word of mouth (X2) memiliki pengaruh lebih besar dibandingkan variabel lokasi (X1) dalam memengaruhi proses keputusan pembelian konsumen (Y) untuk produk keripik jagung Jaya Tani.