PENGARUH CITRA MEREK, WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI WAKUL SUROBOYO

Abstract

This research aimed to examine, analyze and describe the effect of brand image, word of mouth and product quality on buying decision of Wakul Suroboyo. The research was descriptive analysis with quantitative approach. While, the data collection technique used purposive sampling. In line with, there were 100 respondents (Wakul Suroboyo) as sample. Moreover, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). In addition, the instrument testing used validity and reliability test. The research result concluded brand image has a positive and in significant effect on purchasing decisions at Suroboyo Wakul. From these results it shows that the better the Suroboyo Wakul brand image, the more the Suroboyo Wakul purchasing decision increases and on the contrary it has no significant influence on the purchasing decision. Word of mouth has a positive and significant effect on purchasing decisions at Suroboyo Wakul. From these results it shows that the better Suroboyo Wakul word of mouth increases the purchasing decisions of Suroboyo Wakul and has a significant influence on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions at Suroboyo Wakul. From these results it shows that the better the quality of Suroboyo's Wakul products, the more the Suroboyo Wakul purchase decision will increase and it has a significant influence on purchasing decisions.
Keywords: brand image, word of mouth, product quality, buying decision