PENGARUH WORD OF MOUTH, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

Jurnal Manajemen dan Wirausaha Pub Date : 2022-07-02 DOI:10.46306/vls.v2i2.114

Putri Dwi Cahyani, N. Utami, Sekar Bibit Lestari

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Abstract

This study aims to determine whether there is an influence of Word of Mouth (x1), Brand awareness (x2) and product quality (x3) on purchasing decisions (y) on Consumers of Mie Gacoan in Yogyakarta. This research is a quantitative research, using descriptive analysis. By sampling using the nonprobability sampling technique method with questionnaire instruments. Meanwhile, the data retrieval technique uses purposive sampling. The sample in this study was 122 respondents calculated by the ancient rao formula. Analyzed using multiple regression analysis. The results showed that the Word Of Mouth variable (x1) had no influence on the purchase decision (y) as evidenced by the significance value of 0.395 > 0.05 and the T-count value of -0.853 < the T-table value of 1.980 then Ho1 was accepted and Ha1 was rejected. And there is an effect of Brand Awareness (x2) on the Purchase decision (y) the significance value of 0.000 < 0.05 and the T-count value of 5.679 > T-table 1.980 then Ho1 is rejected and Ha2 is accepted. And there is an effect of Product Quality (x3) on purchasing decision (y) with a significance value of 0.000 < 0.05 and a T-count value of 8.230 > T-table 1.980, then Ho1 is rejected and Ha2 is accepted. And from the results of the coefficient of determination analysis test, it is known that the value of R Square is 0.747, this means that the variables word of mouth (WOM) (x1), brand awareness (x2), and product quality (x3) simultaneously affect the variable purchase decision (y) which is 74.7%. Based on the calculations above, it can be concluded that there is an influence of brand awareness variables (x2) and product quality (x3) on purchasing decisions. Meanwhile, there is no influence on the Word of Mouth (x1) variable on purchasing decisions. Based on the analysis above, it can be concluded that there is a simultaneous influence of the variables word of mouth, brand awareness, product quality on the purchasing decision of Mie Gacoan in Yogyakarta

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口碑、品牌意识和产品质量对购买决策的影响

本研究旨在确定是否有口碑(x1)，品牌知名度(x2)和产品质量(x3)对购买决策(y)在日惹Mie Gacoan的消费者的影响。本研究为定量研究，采用描述性分析方法。采用非概率抽样技术和问卷调查方法进行抽样。同时，数据检索技术采用目的性抽样。本研究样本为122人，采用古饶公式计算。采用多元回归分析。结果表明，口碑变量(x1)对购买决策(y)没有影响，显著性值为0.395 > 0.05,T-count值为-0.853 < T-table值1.980，则接受Ho1，拒绝Ha1。品牌意识(x2)对购买决策有影响(y)，显著性值为0.000 < 0.05,T-count值为5.679 > T-table 1.980，则Ho1被拒绝，Ha2被接受。产品质量(x3)对购买决策(y)有影响，显著性值为0.000 < 0.05,T-count值为8.230 > T-table 1.980，则Ho1被拒绝，Ha2被接受。而由决定系数分析检验的结果可知，R平方的值为0.747，这意味着变量口碑(口碑)(x1)、品牌知名度(x2)、产品质量(x3)同时影响变量购买决策(y)， y为74.7%。根据以上计算，可以得出品牌知名度变量(x2)和产品质量变量(x3)对购买决策的影响。同时，口碑(x1)变量对购买决策没有影响。基于上述分析，可以得出结论，口碑，品牌知名度，产品质量等变量对日惹Mie Gacoan的购买决策同时产生影响

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Jurnal Manajemen dan Wirausaha

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审稿时长

16 weeks