PENGARUH HARGA, KUALITAS PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN UFO ELEKTRONIKA SURABAYA)

Abstract

The reseach aimed to analyze whether price, product quality and word of mouth affected UFO Electronics Store Surabaya’s purchase decision. This reseach used quantitative, while the population of this research used customers at UFO Electronics Store Surabaya. Furthermore, the data source, primary data, besides the collection technique of this research, purposive sampling with the number of samples were 100 respondent. Moreover, data analysis techniques used multiple linear regressions analysis with the instrument of SPSS (Statistical Product and Service Solution) IBM SPSS 23, besides the significant level of this research used 5% (α= 0,05). Meanwhile, the research of the hypothesis test started that : 1) Price had positive and significant on the purchase decision at UFO Electronics Store Surabaya; 2) Product Quality had positive and significant effect on the purchase decision at UFO Electronics Store Surabaya, and 3) Word Of Mouth had a positive and significant on the purchase decision at UFO Electronics Store Surabaya.
Keywords: price, product quality, word of mouth, purchase decision.