Pengaruh Kualitas Pelayanan, Harga dan Word of Mouth Terhadap Keputusan Pembelian Produk Pada Bumdes Sari Artha Sedana Desa Ketewel

Abstract

Always give careful attention to purchasing decisions, because there is no question that they will play a role in the development of the future marketing strategy for the business. The marketing strategy of a company or business is frequently dependent on the price, the standard of the services that are provided, and word of mouth from satisfied customers. This study's objective was to investigate the factors of service quality, price, and word-of-mouth recommendations as they relate to consumer purchasing decisions. BUMDes Village The research was conducted at Sari Artha Sedana Ketewel, and the survey was completed by a total of one hundred individuals. The sample size was determined by the location of the research. Techniques such as test validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, t-test, and F-test are utilized in the process of data analysis. Other techniques include test validity, reliability, and classical assumptions. The t-value for this relationship is 2.986, and the level of significance is 0.004; the findings of the research make it abundantly obvious that the level of service delivered has a considerable and advantageous effect on the consumer's choice of product to be purchased; this relationship is statistically significant at the 0.004 level. Price is shown to play a significant part in customer decision making regarding their purchases, as evidenced by the fact that the t-count value for this variable is 3.523 and the significant value for this variable is 0.001. The fact that the t-count value is 4.960 and the significance value is 0.000 demonstrates that word of mouth has a significant and favorable influence on consumers' decision-making regarding their purchases. The result of contrasting two numbers is what matters in this case. The interaction between service quality, price, and word of mouth was given a F value of 49.113, and the significant value for the interaction was found to be 0.000. These three considerations acting together have a synergistic and substantial impact on the decisions regarding purchases. The magnitude of the influence that is exerted by the independent variable on the purchasing decisions of consumers is equivalent to 60.5% of the overall influence.