PENGARUH KUALITAS PELAYANAN, CELEBRITY ENDORSE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The same oportunity to be taken as sample. In buying decision. While, the population was custimers of CV.
Arthines Tour & Travel which located on hl. Tambah wedi baru 06, surabaya. The research was quantitative.
Morever, the data collection technique used non probability sampling, or random sampling, in which all
population did not have the same opportunity to be taken as sample. In line with, there were 100 respondents as
sample. Meanwhile, the sample was the customers who had the service of C. Arthineess Tour & Travel in june
2019. Futhermore, the instrument used quessionanaires which were distributed to the respondents. In addition,
the data analiysist techique used multiple linier regrsion, F test, and t-test with SPSS. The research result
conclussion service quality, celebrity endorses and word of mouth had possitive and significant effect on buying
decision.this could be shown as the coeffiesient determnation on R2 was 0.258. it means 25.8% of buying decision
of travel package was affected by service quality, ceberity endorses and word of mouth. On the other hand, the res
presentage was influenced by other variables outsideof research.in conclussion, service qulity, cebelrity endorses
and word of mouth had affected buying decision
Keywords: service quality, endorse, word of mouth, buying decision