KUALITAS PRODUK, KUALITAS PELAYANAN, DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN BANDENG PAK ELAN 2 GRESIK

Abstract

This research aimed to examine the effect of product and service quality, and word of mouth (wom) on buying decision in Bandeng Pak Elan 2 restaurant. The population was customers’ who bought the product in Bandeng Pak Elan 2 restaurant. While, the data source were primary data and sampling collection technique used purposive sampling method. For the respondent, there were 98 people. In addition, the data analysis method used multiple regression linier with SPSS (Statistical Product and Service Solution). Moreover, the classical assumption test had fulfilled the criteria. In other words, model proper test concluded that product and service quality, also word of mouth (wom) had the biggest effect of all independent variables. For the T-test and regression, this research concluded that produfct and service quality, also word of mouth (wom) had positive significant on buying decision. in brief, Bandeng Pak Elan 2 restaurant was expected to maintain its product and service quality so as to encourage word of mouth (wom) from consument, which in turn affects purchasing decisions made by consument.
Keywords: Product quality, service quality, word of mouth (wom), buying decision