PENGARUH BRAND IMAGE, WORD OF MOUTH, HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA BOLEN DAN BAKPIA ALMAHIRA AMBULU

BEKTI, RAHAYU PENGARUH BRAND IMAGE, WORD OF MOUTH, HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA BOLEN DAN BAKPIA ALMAHIRA AMBULU. PENGARUH BRAND IMAGE, WORD OF MOUTH, HARGA, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA BOLEN & BAKPIA ALMAHIRA AMBULU. pp. 1-17.

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Abstract

ABSTRACT This research aims to determine the influence of Brand Image, Word of Mouth, Price, Product Quality and Location on purchasing decisions for Bolen & Bakpia Almahira Ambulu. This research data was obtained through distributing questionnaires with a sample collection technique using purposive sampling. This type of research uses quantitative methods. The sample in this study was 60 respondents with predetermined criteria. The data analysis used was Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, R2 Determination Coefficient, T Test and F Test using a data processing program, namely SPSS 20. The results in this research partially show that Brand Image (X1) partially has no significant effect on purchasing decisions (Y), Word of Mouth Variables (X2) partially have no significant effect on Purchasing Decisions (Y), Price. (X3) partially has a significant effect on Purchasing Decisions (Y), Product Quality (X4) partially has a significant effect on Purchasing Decisions (Y), Location (X5) partially has no significant effect on purchasing decisions (Y). Meanwhile, the variables Brand Image (X1), Word of Mouth (X2), Price (X3), Product Quality (X4) and Location (X5) simultaneously have a significant effect on Purchasing Decisions (Y). Keywords: Brand Image, Word Of Mouth, Price, Product Quality, Location and Purchasing Decisions

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	19 Jan 2026 04:44
Last Modified:	19 Jan 2026 04:44
URI:	http://repo.itsm.ac.id/id/eprint/1593

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