Pengaruh Kualitas Pelayanan dan Word of Mouth terhadap Keputusan Pembelian

Abstract

This study aims to determine the Influence of Service Quality and Word of Mouth on Retail Store Purchasing Decisions at BUMDes Asasta Desa Bengkel. The location of this research was conducted at Retail Store BUMDes Asasta Desa Bengkel with a sample of 100 respondents who were local village communities. The data collection methods of this study include interviews, observations, questionnaires, and documentation. The data analysis techniques used are multiple linear regression analysis, determination coefficient test, t test and F test. The conclusion in this study is that service quality partially has a positive and significant effect on purchasing decisions. Word of mouth partially has a positive and significant effect on purchasing decisions. Service quality and Word of mouth simultaneously have a positive and significant influence on purchasing decisions. The suggestion from this study is for Asasta BUMDes to start checking inventory or supporting tools in providing services for consumers.