PENGARUH KUALITAS PRODUK, BRAND TRUST, HARGA DAN WORD OF MOUTH TERHADAP PEMBELIAN COFFEE BEER

Abstract

This research aimed to find out the effect of product quality, brand trust, price, and word of mouth to the purchasing decision for Coffee Beer. Thus, quantitative inquiry was applied with comparative casual method. The population of this research were customers of Furore Coffee who had purchased at Coffee Beer. The data source used primary data; and the sample collection technique used simple random sampling with the number of samples were 100 respondents. Meanwhile, the data analysis technique used multiple linear regressions analysis and t test used software of IBM SPSS Statistics. As the result, the hypothesis test showed that variables of product quality has a significant to the purchase decision with a regression coefficient of 0,414 and a significance level of 0,000. Brand trust variables have a significant on purchasing decisions with regression coefficient of 0,542 and a significance level of 0,000. The price variable has a significant on purchasing decision with regression coefficient of 0,536 and level of significance 0,000. And the variable of word of mouth have a significant on purchasing decision with regression coefficient equal to 0,210 and significance level 0,024. Taken together, the independent variable has a significant on the dependent variable that is purchasing decision Coffee Beer, Agung Ngoro in Furore Coffee Surabaya.
Keywords: Product quality, brand trust, price, word of mouth, purchase decision