PENGARUH WORD OF MOUTH, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN CHATIME

Abstract

The purpose of this research is to test the influence of word of mouth, brand image and price to the purchase decision, also to find out between the word of mouth, brand image and price which one has the dominant influence to the purchase decision. The population is all customers who have ever purchased products and used service at Chatime Darmo Surabaya which is located on JL. Raya Darmo No.99, Wonokromo Surabaya. This research is a survey research and the data has been done by applying secondary by using accidental sampling and the numbers of samples are 100 respondents. The analysis method has been carried out by using multiple linear regressions and the instrument is SPSS (Statistical Product and Service Solutions). The result of the research shows that the influence of word of mouth, brand image and price to the purchasing decision is significant. Meanwhile, brand image has dominant influence to the purchasing decision. It shows that all hypotheses of this research have been proven correct.
Keywords: word of mouth, brand image, price, and purchasing decision.