ANALISIS PENGARUH DIFERENSIASI FISIK, WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KUE TRADISIONAL ACEH DI UMKM LINGKUNGAN PASAR BATUPHAT

ABSTRACTThis study examined the effect of physical differentiation, word of mouth, and price on purchase decisions of traditional Acehnese cakes in MSMEs in the Batuphat market. This study used primary data obtained by distributing questionnaires to 12 respondents selected using the purposive sampling method. The data analysis methods used were the multiple linear regression and simple linear regression methods with the help of SPSS. The results of the study partially showed that physicaldifferentiation had a significant effect on purchase decisions for traditional Acehnese cakes in MSMEs in the Batuphat market, word of mouth had a significant effect on purchase decisions for traditional Aceh cakes in MSMEs in the Batuphat market, and the price had a significant effect on purchase decisions for traditional Aceh cakes in MSMEs in the Batuphat market. Simultaneously, physical differentiation, word of mouth, and the price had a significant effect on purchase decisions for traditional Acehnese cakes in MSMEs in the Batuphat market.Keywords: Purchase decision; Word of Mouth; Differentiation; MSMS