<![CDATA[Abstract: This study aims to determine the simultaneous and partial effects of word of mouth, taste, and product variety on purchasing decisions, with a sample size of 96 respondents. The data analysis technique used was multiple linear regression, which produced the equation Y = 3.371 + 0.217X1 + 0.239X2 + 0.197X3. The F-test results showed that Fcount (17.134) > Ftable (2.70), meaning that word of mouth, taste, and product variety simultaneously influence purchasing decisions. Partial t-test results indicate that word of mouth has a positive effect on purchasing decisions (tcount 2.748 > ttable 1.98580), taste has a positive effect (tcount 2.378 > ttable 1.98580), and product variety also has a positive effect (tcount 2.709 > ttable 1.98580). The R2 test results yielded an Adjusted R Square value of 0.338, indicating that the independent variables explain 33.8% of the purchasing decisions, while the remaining 66.2% is explained by other variables not included in this study. Keywords: Word Of Mouth, Taste, Product Variety, Purchasing Decisions Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial word of mouth, cita rasa dan variasi produk terhadap keputusan pembelian. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 3,371 + 0,217X1 + 0,239X2 + 0,197X3. Uji-F menghasilkan nilai Fhitung (17,134) > Ftabel (2,70), artinya secara serempak word of mouth, cita rasa dan variasi produk berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial word of mouth berpengaruh positif terhadap keputusan pembelian karena thitung (2,748) > ttabel (1,98580), cita rasa berpengaruh positif terhadap keputusan pembelian karena thitung (2,378) > ttabel (1,98580), variasi produk berpengaruh positif terhadap keputusan pembelian karena thitung (2,709) > ttabel (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,338, artinya variabel bebas yang terdiri dari word of mouth, cita rasa dan variasi produk mampu menjelaskan keputusan pembelian sebesar 33,8%, sedangkan sisanya 66,2% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: Word Of Mouth, Cita Rasa, Variasi Produk, Keputusan Pembelian]]>
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