PENGARUH KUALITAS PRODUK, HARGA, WORD OF MOUTH (WOM), DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN FROZEN FOOD PADA AGEN SOSIS BAROKAH DI DESA PANJI LOR SITUBONDO

Abstract

This study aims to determine the effect of Product Quality, Price, Word Of Mouth (WOM), and Service Quality on purchasing decisions of Frozen Food at Agen Sosis Barokah in Panji Lor Situbondo. The statistical population of this study is all consumers who have ever bought frozen food products at Agen Sosis Barokah in Panji Lor Situbondo. The sample used was 50 respondents who were consumers who had ever bought frozen food products at Agen Sosis Barokah in Panji Lor Situbondo. The sampling method used was purposive sampling. The data analysa method used multiple linear regression analysis with the help of SPSS (Statical Package For The Social Science) version 22. The tests used were data instrument tests (validity and reliability tests), classical assumption tests (multicolollinearity tets, heteroscedasticity test, and normality test), coefficient of determinasi (R²), t test and F test. The results showed that product quality partially had a significant effect on purchasing decisions, price partially had a significant effect on purchasing decisions, word of mouth (WOM) partially had a significant effect on purchasing decisions, and service quality partially had a significant effect on purchasing decisions. Simultaneously product quality, price, word of mouth (WOM), and service quality have a significant effect on purchasing decisions