| dc.description.abstract |
Purchasing decisions are the most important thing for the progress of the company,
because the higher the consumer interest, the higher the profit obtained by the company.
Purchasing decisions will arise if consumer needs and consumer desires are met optimally
in terms of price, product quality, and word of mouth (WOM) or consumer testimonials.
Vice versa if the prices, product quality and WOM or consumer testimonials are not
optimal, consumers will not respond well and will not even arise the desire to buy. This
study was conducted to examine the effect of price, product quality, word of mouth
(WOM) or consumer testimonials on purchasing decisions. The population in this study
was the general public of Brebes Regency using Slovin formula obtained a total sample
of 75 respondents. In this study, the technique used in data collection is the Probability
sampling technique with sampling using simple random sampling techniques. This type
of research is descriptive quantitative. The analysis methods used are descriptive
statistics, validity tests, reality tests, classical assumption tests consisting of normality
tests, multicolonicity tests, heteroscedasticity tests, and hypothesis tests consisting of T
tests, F tests, voefficient of determination tests (R2
), and multiple linear regression
analysis. Based on the results of partial research, it can be concluded that: 1). Price has a
positive and significant effect with the value of t calculated > t table, which is 2.067 >
0.227 and the value of sig. < 0.05 which is 0.042 < 0.05. 2). Product Quality has a positive
and significant effect with the t-value of the table t-count > of the table, which is 4.354 >
0.227 and the sig value. < 0.05 which is 0.00 < 0.05. 3). Word of Mouth (WOM) has a
positive and significant effect with the t-value of the table t-count > which is 2.238 >
0.227 and the value of sig. 0.028 < 0.05. The results of the study simultaneously with the
F test stated that the variables price, product causality, and word of mouth (WOM) had a
positive and significant effect with the value of f calculated > f table which is 7.158 >
2.50 and the value of sig. < 0.05 which is 0.00. |
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