PENGARUH WORD OF MOUTH, BRAND IMAGE, HARGA, KEBERAGAMAN PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA NESYA DRINK

(Studi Kasus Pada Konsumen Nesya Drink Tanggul)

Abstract

The research aims to determine the influence of Word of Mouth, Brand Image, Price, Product Diversity and Product Quality partially and simultaneously on Nesya Drink Purchasing Decisions. This research is a type of research that uses quantitative research methods. The sampling technique used in this research was purposive sampling. The data analysis methods used are Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test. The Product Quality variable has a significant effect on the Purchasing Decision variable.