PENGARUH KUALITAS PELAYANAN, PRODUCT KNOWLEDGE DAN WOM TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out the influence of service quality, product knowledge, and word of
mouth to the purchase decision making process at car variation and MJV audio garage, and to find out
between service quality, product knowledge, and word of mouth which has dominant influence to the
purchase decision making process at car variation and MJV audio garage. The population is all
customers of car variation and MJV audio garage and the total amount is unknown. The sample
collection technique has been done by using purposive sampling and the samples 100 people,
meanwhile the analysis technique has been done by using multiple linear regressions.The result of
partial test shows that independent variables which consist of service quality, product knowledge and
word of mouth each of them has significant and positive to the p
urchase decision making process at
car v
ariation and MJV audio garage. The result of partial determination coefficient test, it can be
concluded that the variable which has dominant influence to the purchase decision making process at
car variation and MJV audio garage is service quality.

Keywords: Service Quality, Product Knowledge, Word of Mouth, Purchase Decision
Making Process