Pengaruh Kualitas Produk, Impulse Buying dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian pada Produk Smartphone Merek Oppo di Kota Denpasar

  • I Kadek Rupayana Fakultas Ekonomi, Bisnis, dan Pariwisata Universitas Hindu Indonesia
  • I Wayan Suartina Fakultas Ekonomi, Bisnis, dan Pariwisata Universitas Hindu Indonesia
  • IA Mashyuni Fakultas Ekonomi, Bisnis, dan Pariwisata Universitas Hindu Indonesia
Keywords: product quality, impulse buying, electronic word of mouth on purchasing decisions

Abstract

The purchase decision is the final stage that determines the viability of a product, because when the consumer has decided, it means the product was purchased by the consumer. The purpose of this study was to determine the effect of product quality, impulse buying, and electronic word of mouth on purchasing decisions for OPPO brand smartphone products in Denpasar. The sample in this study were 135 respondents with the sampling technique used was purposive sampling. The data analysis technique used is multiple linear regression. The results of the analysis show that each of the independent variables, namely the effect of product quality, impulse buying, and electronic word of mouth parisally and simultaneously has a positive and significant effect on purchasing decisions for OPPO brand smartphone products in Denpasar.

Published
2021-01-08
How to Cite
Rupayana, I. K., Suartina, I. W., & Mashyuni, I. (2021). Pengaruh Kualitas Produk, Impulse Buying dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian pada Produk Smartphone Merek Oppo di Kota Denpasar. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Parwisata, 1(1), 233-247. https://doi.org/10.32795/widyaamrita.v1i1.1167