Pengaruh Service Quality, Word Of Mouth, Dan Persepsi Harga Terhadap Keputusan Pembelian Pada Swara Alam Cafe Di Kepanjen (Studi Pada Konsumen Swara Alam Cafe)

Abstract

Abstract

The purpose of this study was to determine the effect of service quality, word of mouth, and price perceptions on purchasing decisions partially. The research method used is quantitative research method and this type of research is purposive sampling. The sample of this study were consumers of Swara Alam Cafe in Kepanjen with a sample size of 85 respondents. To obtain data, this study used a data collection method with a questionnaire. The data analysis used is instrument test, normality test, classical assumptions, multiple linear regression analysis, hypothesis testing, and the coefficient of determination using the SPSS 23 application. The results of this study indicate that service quality and word of mouth have a partially significant effect on purchasing decisions at Swara Alam Cafe in Kepanjen. Meanwhile, price perceptions have no effect on purchasing decisions at Swara Alam Cafe in Kepanjen.

Keywords: Service Quality, Word Of Mouth, Price Perception, And Purchasing Decisions