DETERMINAN KEPUTUSAN PEMBELIAN PRODUK PADA TOKO SERBA 35.000 SUMBAWA BESAR: HARGA, WORD OF MOUTH DAN KUALITAS PRODUK

Abstract

This study aims to determine the effects of price, word of mouth, and product quality on purchasing decisions for products at Toko Serba 35.000 Sumbawa Besar. This research employed an associative research approach. The type of data used in this study was quantitative data in the form of scores obtained from respondents’ answers, collected directly from primary sources through questionnaires. The population in this study consisted of consumers who had purchased products at Toko Serba 35.000 Sumbawa Besar, with the exact number of the population unknown. The sample size was determined using the Lemeshow formula, resulting in a total sample of 96 respondents. The sample was selected using an accidental sampling technique. Data analysis was conducted using multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and coefficient of determination testing (R²). The results showed that partially, price had a negative and significant effect on purchasing decisions, while word of mouth and product quality had positive and significant effects on purchasing decisions at Toko Serba 35.000 Sumbawa Besar. Simultaneously, price, word of mouth, and product quality had a significant effect on purchasing decisions for products at Toko Serba 35.000 Sumbawa Besar. Meanwhile, the coefficient of determination (R²) value was 0.842, indicating that the ability of the variables price, word of mouth, and product quality to influence product purchasing decisions was 84.2%, and the remaining of 15.8% was influenced by other variables outside this study, such as sales location, product brand, store image, and service quality.