PENGARUH PRICE, WORD OF MOUTH, DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI (STUDI PADA MASYARAKAT SURABAYA)

Abstract

This research aimed to analyze the effect of price, word of mouth, and product quality on the consumers’ purchasing decisions for Suzuki cars in Surabaya. The research was categorized into descriptive-quantitative. Furthermore, the population was consumers for Suzuki cars in Surabaya. The data collection technique used accidental sampling. In line with that, 100 respondents had ever used and purchased a Suzuki car in Surabaya as the sample. Moreover, the instrument in the data collection technique was a questionnaire. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). Additionally, the instrument test used normality test, multicollinearity test, heteroscedasticity test, proper model test with F test, multiple determination coefficient, and hypothesis test with t-test. The result showed that price had a positive and significant on consumers’ purchasing decisions for Suzuki cars in Surabaya. Likewise, word of mouth had a positive and significant effect on consumers’ purchasing decisions for Suzuki cars in Surabaya. Similarly, product quality had a positive and significant effect on consumers’ purchasing decisions for Suzuki cars in Surabaya.