PENGARUH WORD OF MOUTH, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ZAHRA CATERING

Abstract

According to the resear h, many business which bades on catering for all types of customer, start to grow rapidly nowadays. While the research aimed to examine the effect of word of mouth, product quality and price on buying decision of Zahra Catering. The research was quqntitative. Moreover, the population was customer of Zahra Catering. Futhermore, the data collection technique used purposive sampling technique, in which the sample was based on criteria who cosen as respondent. Additionaly, the data analysist technique used multiple linear regression with SPSS (Statistical product for Service Solution) 20. From the analysist result, it could be known the effect of word of mouth, product quality and price on buying decision of Zahra Catering. The research result concluded word of mouth had posiitive effect on buying decision of Zahra Catering. Likewise, product quality had positive effect om buyimg decision of zahra catering. Similarly, price had positive effect on buying decisiom of Zahra Catering.
Keywords: word of mouth, product quality