PENGARUH KUALITAS LAYANAN, VARIASI PRODUK, DAN WOM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KEDAI LIMANG KOPI
DOI:
https://doi.org/10.29407/zw0r7e28Keywords:
Kualitas Layanan, Variasi Produk, Word of Mouth, Keputusan Pembelian, Kedai KopiAbstract
This study aims to examine how service quality, product variety, and word-of-mouth recommendations influence people's purchasing decisions at Kedai Limang Kopi Tulungagung. This study uses a quantitative approach with a causal associative research type. Data was obtained through a Likert-scale questionnaire administered to 50 consumers selected using a purposive sampling method. Data analysis was conducted using multiple linear regression, and SPSS version 26 software was used in the process. The study shows that service quality and product variety have a positive and important impact on a person's purchasing decision, while word-of-mouth reviews do not have a significant impact. Together, all three variables significantly influence purchasing decisions. The R-squared (R²) value of 0.729 means that 72.9% of the difference in purchasing decisions can be explained by this research model, while 27.1% is influenced by other factors not included in the study. Product variety is a major factor influencing a person's purchasing decision. Therefore, managers must improve service quality and develop more innovative products to make their businesses more competitive.
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