PENGARUH KUALITAS PRODUK, WORD OF MOUTH DAN KEPUASAN LAYANAN TERHADAP PEMBELIAN MOBIL

Abstract

This research is meant to find out the influence of product quality, word of mouth and service
satisfaction to the purchasing decision of Toyota brand automobile. The population is all customers
who have ever purchased Toyota Avanza automobile at Auto 2000 Kertajaya Surabaya. The sample
collection technique has been done by using accidental sampling and 100 people have been selected as
samples. Meanwhile the analysis technique has been done by using multiple linear regressions. The
result of test shows that the influence of product quality, word of mouth and service satisfaction to the
purchasing decision is significant. This result indicates that the models that have been used are feasible
for further analysis. This result is supported by the acquisition of the rate of coefficient correlation is
80.8% which shows the correlation among these variables to the purchasing decision firm. The result
of partial test shows that the variables i.e. product quality, word of mouth and service satisfaction have
positive influence to the purchasing decision and the variable which has dominant influence is service
satisfaction. It can be seen from the value of partial coefficient correlation of these variables are larger
than the coefficient determination of other independent variables.

Keywords: product quality, word of mouth and service satisfaction and purchasing decision