ANALISIS VARIASI PRODUK, KUALITAS PELAYANAN DAN WOM TERHADAP KEPUTUSAN PEMBELIAN CAFE NDALEM SIMBAH
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Abstract
The current research has an interest in knowing the relationship between product variations, service quality and purchasing decisions at Ndalem Simbah cafe. The study uses a causal quantitative approach, with primary data distributed boldly to respondents. The sample used in this study were visitors to the Ndalem Simbah cafe, with a total of 40 respondents. By using validity, reliability, classical assumptions, multiple linear regression analysis, hypothesis testing using t test and f test, and coefficient of determination with the help of the SPSS 23 program. The results obtained by word of mouth partially have no effect on purchasing decisions with a sig value 0.784 , but product variations and service quality have a significant effect on purchasing decisions with sig values of 0.012 and 0.000. Meanwhile, simultaneously product variation, service quality and word of mouth have a significant effect with a sig value of 0.000.
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References
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