Influence of Word of Mouth, Brand Image and Product Quality on Purchase Decision
Case Study on Bango Soy Sauce Consumers
Keywords:
Word of Mouth, Brand Image, Product QualityAbstract
This research aims to analyze the influence of Word of Mouth Communication, Brand Image and Product Quality on Purchasing Decisions (Case Study of Bango Soy Sauce Consumers). The independent variables are, Word of Mouth Communication (X1), Brand Image (X2) and Product Quality (X3), while the dependent variable is, Purchase Decision (Y). This research involved 112 respondents as a sample of Bango soy sauce consumers in Semarang City. By applying a side non-probability method that focuses on purposive sampling to select samples. Data were analyzed using the SPSS version 26.0 program. The findings of this research suggest that the word-of-mouth communication variable partially has no significant effect on purchasing decisions, while the brand image variable and product quality variables partially have a significant effect on purchasing decisions. Furthermore, word of mouth communication variables, brand image and product quality simultaneously have a significant effect on purchasing decision variables. Testing the coefficient of determination produces an influence of word of mouth communication variables, brand image and product quality of 53% on purchasing decision variables. The implication of this research is, creating content that contains positive reviews about Bango soy sauce consumers when using products on various social media platforms owned by Bango soy sauce.
Penelitian yang dilakukan mempunyai tujuan menyelidiki dan menilai pengaruh Komunikasi dari Mulut ke Mulut, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian (studi kasus pada konsumen kecap Bango). Variabel independennya yaitu, Komunikasi dari Mulut ke Mulut (X1), Citra Merek (X2) dan Kualitas Produk (X3) sementara variabel dependen yang digunakan ialah, variabel Keputusan Pembelian (Y). Penelitian ini melibatkan 112 responden sebagai sampel konsumen kecap Bango di Kota Semarang. Metode nonprobability samping dengan berfokus pada purposive sampling diterapkan guna memilih sampel, yang mempunyai kriteria responden yaitu telah mengkonsumsi produk kecap Bango setidaknya satu kali atau sudah menjadi pelanggan kecap Bango untuk dirinya sendiri. Data dianalisis menggunakan program pengujian statistik SPSS 26.0. Temuan penelitian ini mengemukakan komunikasi dari mulut ke mulut dengan cara parsial tidak berpengaruh signifikan pada keputusan pembelian, selanjutnya citra merek melalui cara parsial berpengaruh signifikan pada keputusan pembelian dan terakhir kualitas produk dengan cara parsial berpengaruh signifikan pada keputusan pembelian. Kemudian komunikasi dari mulut ke mulut, citra merek dan kualitas produk dengan cara simultan berpengaruh signifikan terhadap keputusan pembelian. Hasil koefisien determinasi menghasilkan pengaruh komunikasi dari mulut ke mulut, citra merek dan kualitas produk senilai 53% pada keputusan pembelian, sementara terdapat variabel yang lain dan tidak ada di model penelitian ini yang memberikan pengaruh 47%.
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