PENGARUH KUALITAS PRODUK, MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM MOO BAKSO DI KABUPATEN SIDOARJO

Abstract

The rapid development of the business world allows UMKM in the culinary sector to develop. However, this situation also creates tight competition among them. Some factors that decide UMKM's success in attracting customers are product quality, marketing strategy through social media, and word of mouth from consumers. Therefore, the research aims to examine the effect of product quality, social media, and word of mouth on the purchasing decisions at UMKM Moo Bakso in Sidoarjo district. The study applies quantitatively. Furthermore, the data were primary. The data collection technique used purposive sampling. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 98 respondents who were UMKM Moo Bakso in Sidoarjo district as the sample. Moreover, the data analysis technique used multiple linear regression with SPSS. The result indicates that product quality has a positive and significant effect on purchasing decisions. However, social media has a positive but insignificant effect on purchasing decisions. In contrast, word of mouth has a positive and significant effect on purchasing decisions.