PENGARUH KUALITAS LAYANAN, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEBEL (Studi Empiris Pada UD. Sumber Rejeki Surabaya)

Abstract

This research aimed to find out the effectiveness of service quality, price, and word of mouth on the purchase decision. Furthermore, the population of this research used all customers eho have ever purchased and used the furniture products at UD. Sumber Rejeki Surabaya. The sample collection of this research used non-probability sampling and sample determination used accidental sampling with 98 respondents. Meanwhile, the analysis technique of this research used multiple linear reqressions with the application of the SPSS 23.0 version. The research result showed that the survice quality had a positive and significant effect on the purchase decision because the higher the service quality given, the better the interest to conduct the purchase decision. Meanwhile, the price had a positive and significant effect on the purchase decision price had a positive and significant effect on the purchase decision price had a positive and significant effect on the purchase decision, because better pricing could improve purchasing decisions. World of mouth had a positive and significant effect on the purchase decision because better world of mouth which discussed (positive communication) related to furniture products, could improve consumer purchase decisions.

Keywords: service quality, price, world of mouth, purchase decision.