PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI COFFE SHOP SUDUT TIMUR

Adinda Yulia Dwiyanti (Universitas Asa Indonesia)
Rully Arifiansyah (Universitas Asa Indonesia)

Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan
Vol. 3 No. 2 (2023): Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan

The purpose of this study was to determine whether there is a relationship between product quality, price perception, and word of mouth on purchasing decisions at the East Corner Coffee Shop of Jakarta. The population that was the subject of the study was visitors to the East Corner Coffee Shop. The sample technique used is Accidental Sampling with 100 respondents. The analysis method used is multiple linear regression analysis with the help of SPSS 16 software. Data was collected through questionnaires that were tested for their validity and reliability. The results showed that product quality had a positive and significant influence on purchasing decisions, while price perception and word of mouth had an influence but not significant either partially or simultaneously