PENGARUH HARGA, KUALITAS LAYANAN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOPEE.CO.ID

Abstract

Price, service quality and word of mouth are the level of excellence expected by consumers. If prices, service quality and word of mouth are accepted or perceived as expected, then it can be said to be good and increase purchasing decisions. This research aimed to find out the effect of price, service quality and word of mouth on buying decision of online Shopee.co.id. The research was quantitative. The sample collection technique used purposive sampling with 98 respondents as sample. While, the population was all customers/buyers who bought the products at Shopee.co.id. Furthermore, the data analysis technique used multiple linear regression. The research result concluded price had positive and significant effect on buying decision with regression coefficient of 0,200 and significance of 0,006. Moreover, the service quality had positive and significant effect on buying decision with regression coefficient of 0,480 and significance of 0,000. In addition, word of mouth had positive and significant effect on buying decision with regression was coefficient of 0,226 and significance of 0,009.
Keywords : price, service quality, word of mouth, buying decission.