Panorama Nusantara
Vol 18 No 1 (2023): Panorama

PENGARUH KUALITAS PRODUK, LOKASI DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN DI BEBEK KALEYO BALAI PUSTAKA

Najma Fadhilah (Universitas Asa Indonesia)
Chatarina Yunita (Universitas Asa Indonesia)

Article Info

Publish Date
16 Jun 2023

Abstract

The research analysis aims to determine the effect of product quality, location and word of mouth (WOM) on purchasing decisions at Bebek Kaleyo Balai Pustaka. The sampling collection used was purposive sampling of 100 respondents. Data collection used a questionnaire distributed to customers at Bebek Kaleyo Balai Pustaka. The population in this study were customers of Bebek Kaleyo Balai Pustaka. This research method uses quantitative methods and multiple linear regression analysis through SPSS 24. The results of this study indicate that product quality, location and word of mouth (WOM) have a positive and simultan impact on purchasing decisions at Bebek Kaleyo Balai Pustaka

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Journal Info
Panorama Nusantara
Website

Abbrev

panoramanusantara

Publisher

Universitas Asa Indonesia

Subject

Economics, Econometrics & Finance

Description

Jurnal ilmiah yang mempublikasikan hasil penelitiaan mahasiswa dan dosen S1 Manajemen Universitas Asa Indonesia, dan yang menjadi scope jurnal ini adalah manajemen pemasaran, manajemen keuangan, manajemen operasional bisnis, dan manajemen SDM Terbit 2 kali dalam 1 tahun, yaitu Juni dan ...