Pengaruh Desain Produk, Kualitas Pelayanan Dan Word of mouth Terhadap Keputusan Pembelian Kerajinan Perak Pada Yanyan Silver Di Gianyar

Abstract

The importance of customers to buy company products to survive in the midst of intense competition, requires companies to always provide the best. The purpose of this study was to determine the effect of product design, service quality and word of mouth on purchasing decisions for silver handicrafts at Yanyan Silver in Gianyar, both racially and simultaneously. The number of samples was 75 respondents using purposive sampling method. The data analysis technique used multiple linear regression analysis. Based on the results of the analysis, it was found that product design, service quality and word of mouth had a positive and significant effect on purchasing decisions for silver handicrafts at Yanyan Silver in Gianyar, both racially and simultaneously. The suggestion in this research is that companies implement strategies to improve purchasing decisions through product design factors, service quality and word of mouth.