Pengaruh Produk, Harga, Dan Word Of Mouth Terhadap Keputusan Pembelian Best Fried Chicken Di Samarinda

Abstract

This study aims to determine and analyze knowing and analyzing the effect of products, prices, and word of mouth on consumer purchasing decisions at Best Fried Chicken in Samarinda, either partially or simultaneously.

The analytical tool used in this research is multiple linear regression analysis. This research was conducted by conducting validity tests and reliability tests, as well as classical assumption tests consisting of normality test, autocorrelation test, multicollinearity test, and heteroscedasticity test. The hypothesis testing is done by using the coefficient of determination (R²), the t statistical test, and the F statistical test

The results of the research conducted indicate that the product variable partially has a positive and significant effect on the purchasing decision of Best Fried Chicken in Samarinda, meanwhile the price and word of mouth variables partially have a negative and insignificant effect on the purchasing decision of Best Fried Chicken in Samarinda. Based on the results of the F statistical test, the independent variable consisting of product, price, and word of mouth variables simultaneously has a significant effect on the purchasing decision (Y) of Best Fried Chicken in Samarinda.

These findings indicate that the product variable is a variable that motivates consumers to choose to buy Best Fried Chicken, where the better the product, both in terms of quality and quantity, the more demanded by consumers, while consumers are not affected by price factors and that how the assessment or information from word of mouth by consumers does not affect the decisions of other consumers to make purchases at Best Fried Chicken.