PENGARUH PRODUK, HARGA, WORD OF MOUTH DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

The purpose of this research is to find out the influence of product, price,word of mouth, and service to the
customer purchasing decision to the Lapis Kukus Surabaya in Surabaya. The population is all customers of
Lapis Kukus Surabaya and the total number of the population is unknown. The sampling technique has been
carried out by using accidental sampling and me samples are 100 respondents. The data used is quantitative
data with the primary data source. Data obtained by distributing questionnaires, the scale used in the
questionnaire is Likert scale. The analysis technique has been done by using multiple linear regressions analysis.
The result of the research shows that product, price, word of mouth, and service partially have significant
influence to the purchasing decision. It has been found from the result of partial determination coefficient test
that product has the highest contribution so product is the variable which has dominant variable to the customer
purchasing decision at Lapis Kukus Surabaya.

Keywords: Product, price, word of mouth, service, and customer purchasing decision