REZA, ARIA ADITYA (2025) PENGARUH HARGA, WORD OF MOUTH, PROMOSI, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA STORE MAK ENAK INDONESIA KABUPATEN JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
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Abstract
ABSTRACT This study aims to determine and analyze price, Word Of Mouth, promotion, service quality and location on purchasing decisions at the Mak Enak Indonesia Store, Jember Regency. The research method used is quantitative. With SPSS 22. The population of this study were all respondents or consumers at Mak Enak Indonesia, Jember Regency, a sample of 60 respondents with a purposive sampling technique. In this study, data were collected by observation, questionnaires, interviews, and literature studies. The analysis used includes data instrument testing (validity testing and reliability testing), multiple linear regression analysis, classical assumption testing (normality testing, multicollinearity testing, heteroscedasticity testing), and hypothesis testing (F test, t test, and coefficient of determination testing). Based on the results of the analysis, this study shows that the F test of price variables, Word Of Mouth, promotion, service quality and location have a simultaneous effect on purchasing decisions. While the results of the t test in this study indicate that the Word of Mouth and promotion variables have a positive and significant effect on purchasing decisions. Meanwhile, the variables of price,service quality and location do not show a significant influence. Keywords: Price, Word Of Mouth, Promotion, Service Quality, Location of Purchasing Decison
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:37 |
| Last Modified: | 17 Apr 2026 09:37 |
| URI: | http://repo.itsm.ac.id/id/eprint/1762 |
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