PENGARUH HARGA, PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK GM EVOLUTION DI KOTA SAMARINDA

Abstract

The purpose of this study was to determine the effect of price, product and word of mouth on purchasing decisions for Gm Evolution brand helmets in Samarinda city. The theory used in this study is marketing management, consumer behavior, price, product quality, word of mouth, and the buying decision process. This research was conducted on the general public in Samarinda who shopped for GM Evolution helmets at the Samarinda Helmet Kiosk with a sample of 100 respondents using a purposive sampling method. Data collection by distributing questionnaires using a Likert scale to measure each indicator. The analysis technique used is multiple linear regression analysis, using hypothesis testing, namely the F test and t test. The results of this study indicate that the variables of price, product, and word of mouth have a significant effect on the decision to purchase GM Evolution helmets at the Samarinda Helmet Kiosk. From the results of multiple regression, the following equation is obtained Y = -6.715 + 0.355X1 + 0.019X2 + 0.667X3 + ε which means that the variables of price, product, and word of mouth have a significant effect on the decision to buy GM Evolution helmets at the Samarinda Helmet Kiosk