PENGARUH WORD OF MOUTH, HARGA PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN JAHE MERAH INSTAN
DOI:
https://doi.org/10.32493/Inovasi.v4i1.p%25p.550Abstract
ABSTRAK
PENGARUH WORD OF MOUTH, HARGA PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN JAHE MERAH INSTAN (Studi Kasus Pada Industri Rumah Tangga Enam Putri Jakarta).Tujuan penelitian ini untuk mengetahui pengaruh Word of Mouth, Harga Produk dan Kualitas Produk secara parsial dan simultan.Penelitian bersifat kausalitas dengan pengujian hipotesis. Populasi dalam penelitian ini adalah pelanggan produk minuman jahe merah instan pada Industri Rumah Tangga Enam Putri Jakarta dan jumlah sampel sebanyak 94 orang, sampling dengan teknik aksidental. Metode Pengumpulan data melalui kuesioner dengan skala Likert, observasi dan studi kepustakaan. Teknik analisis data dengan menggunakan Uji Validitas, Uji Reliabilitas,Uji Asumsi Klasik, Uji Regresi linier berganda, Uji Koefisien Determinasi,Uji Parsial(Uji t), dan Uji Simultan (Uji F). Hasil penelitian ini menunjukkan bahwa variabel Word of Mouth, Harga Produk, Kualitas Produk, memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian pada Industri Rumah Tangga Enam Putri, baik secara parsial maupun simultan. Hal ini terlihat dari nilai sig 0,000 dan 0,000 < 0,05 level signifikasi dengan nilai F hitung (1533.972)>Ftabel (2,71), dengan pengaruh sebesar 98,1% sedangkan sebesar 1,9 % dipengaruhi oleh faktor lain di luar penelitian ini dengan model regresi linier berganda Y=2,094 + 0,09X1-0,012X2+0,581X3.
Kata kunci: Word of Mouth, Harga Produk, Kualitas Produk, dan Keputusan Pembelian
ABSTRACT
The purpose of this study to determine the effect of Word of Mouth, Price and Quality of Products both partial and simultan.Penelitian natural causality with hypothesis testing. The population in this study is a customer drinks red ginger products in the Industry of Household Six Women Jakarta and the number of samples of 94 people, accidental sampling technique. Data were collected through a questionnaire with Likert scale, observation and study of literature. Data were analyzed using validity, reliability testing, Classical assumption test, multiple linear regression, Determinants coefficient test, partial test (t test), and a Simultaneous Test (Test F). The results showed that the variables of Word of Mouth, Price List, Quality Products, has a positive and significant impact on purchase decisions on Industry Household Six Daughter, either partially or simultaneously. This is evident from the sig 0.000 and 0.000 <0.05 level of significance with F count (1533.972)> F table (2.71), with effect from 98.1%, while 1.9% are influenced by other factors beyond the research multiple linear regression model Y = 2.094 + 0,09X1-0,012X2 + 0,581X3.
Keywords: Word of Mouth, Product Pricing, Product Quality, and Purchasing decision
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