PENGARUH LIFE STYLE, WORD OF MOUTH, HARGA, KUALITAS PRODUK, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO JADI FASHION JEMBER

Miftahul Jannah; Yuniorita Indah Handayani; Karim Budiono

doi:10.31967/prodimanajemen.v5i1.1107

Miftahul Jannah Institut Teknologi dan Sains Mandala
Yuniorita Indah Handayani Institut Teknologi dan Sains Mandala
Karim Budiono Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prodimanajemen.v5i1.1107

Keywords: Life Style, Word Of Mouth, Price, Product Quality, Facilities.

Abstract

This research aims to determine the effect life style, word of mouth, price, product quality, and facilities on purchasing decisions at Toko Jadi Fashion Jember. The population used in this research is all consumers who have purchased at Toko Jadi Fashion. The sample used in this research is engineering purposive sampling. This type of research uses quantitative research. The tests used were data instrument tests, classical assumption tests, multiple linear analysis, coefficient of determination (R²), t test and F test. The results of this study show that life style and facilities partially do not have a significant effect on purchasing decisions, where as word of mouth, price and product quality partially have a significant effect on purchasing decisions. Simultaneously life style, word of mouth, price, product quality, and facilities have a positive and significant influence on purchasing decisions at Toko Jadi Fashion Jember. Based on the results of this research, Toko Jadi Fashion can maintain stability in pricing well, namely with affordable prices according to consumer needs and providing discounts or discounts. Apart from that, it can maintain and improve the quality of each product. So communication word of mouth will increase because consumers continue to recommend to others regarding the price and quality of products at Toko Jadi Fashion Jember.