The Effect of Price, Product Variation, and Word of Mouth on Consumer Purchase Decisions at the Cahaya Wirama Store, Selats Branch, Karangasem

Ni Luh Ayu Eka Widayanti (Universitas Warmadewa, Indonesia)
I Ketut Johny Pramanda Putra (Universitas Warmadewa, Indonesia)
I Gusti Ayu Athina Wulandari (Universitas Warmadewa, Indonesia)

Journal of Governance, Taxation, and Auditing
Vol. 4 No. 4 (2026): Journal of Governance, Taxation and Auditing (April - June 2026)

This study aims to examine and analyze the effects of price, product variety, and word of mouth on purchasing decisions. This study was conducted at the Cahaya Wirama Store, Selat Branch, Karangasem, with a sample of 170 respondents. All data obtained from the questionnaire distribution were subsequently analyzed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS). The results of the study indicate that (1) Price, product variety, and word of mouth simultaneously have a significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem; (2) Price has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem; (3) Product variety has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem. (4) Word of mouth has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem.