Santoso, Christian Agung Budi (2024) PENGARUH HARGA, WORD OF MOUTH, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI TOKO BESI SUMBER HIDUP PANDAAN. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
Iron is one of the essential materials used in construction as a framework for building reinforcement. With the development of this modern era, competition among iron stores and building supply stores is becoming increasingly fierce in terms of price, service quality, and product quality. The purpose of this study is to determine the influence of price, word of mouth, service quality, and product quality on purchasing decisions at Toko Besi Sumber Hidup Pandaan. This research uses a quantitative method with data collection techniques using online and offline questionnaires distributed at Toko Besi Sumber Hidup Pandaan. Researchers use simple random sampling method. The sample in this study is customers who have made purchases at Toko Besi Sumber Hidup Pandaan totaling 100 respondents. Data in this study are processed using SPSS 25. The data analysis results indicate that all statement items of each variable in the questionnaire are declared valid with r-value > r-table of 0.1966, all variables are declared reliable with Cronbach's alpha value > 0.60. The P-P Plot Normality Test results show that the data used in this study are normally distributed. The Multicollinearity Test results show that there is no multicollinearity among independent variables in the regression model with tolerance values ≥ 0.10 and VIF ≤ 10. The Heteroskedasticity Test results show no heteroskedasticity symptoms in the regression model because there is no clear pattern and the distribution of points above and below the number 0 on the Y-axis. The multiple linear regression equation in this study states the magnitude of the influence of Price, Word of Mouth, Service Quality, and Product Quality on Purchasing Decisions at Toko Besi Sumber Hidup Pandaan based on the Adjusted R Square value of 17.6%. The t-test analysis results show that (1) Price does not influence Purchasing Decisions with t-value -0.053 < 1.66 and significance 0.958 > 0.05, (2) Word of Mouth has a negative influence on Purchasing Decisions with t-value -2.314 < 1.66 and significance 0.023 > 0.05. (3) Service Quality influences Purchasing Decisions with t-value 4.584 > 1.66 and significance 0.000 > 0.05. (4) Product Quality influences Purchasing Decisions with t-value 2.485 > 1.66 and significance 0.015 > 0.05. Therefore, it can be concluded that price does not influence purchasing decisions at Toko Besi Sumber Hidup Pandaan, word of mouth has a negative influence on purchasing decisions at Toko Besi Sumber Hidup Pandaan, service quality significantly influences purchasing decisions at Toko Besi Sumber Hidup Pandaan, and product quality significantly influences purchasing decisions at Toko Besi Sumber Hidup Pandaan.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Price, Word of Mouth, Service Quality, Product Quality, Purchasing Decision | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Christian Agung Budi Santoso | ||||||||
| Date Deposited: | 04 Mar 2024 06:52 | ||||||||
| Last Modified: | 04 Mar 2024 06:52 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1667 |
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