Pengaruh Kualitas Produk, Harga, Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Furniture (Studi Pada Usaha Dagang Mebel Arjuno Malang)

Abstract

Abstract 

This research aims to determine the influence of reward, punishment and organizational commitment on purchasing decisions at UD. Arjuno Malang Furniture. The location of this research was conducted on consumers who had purchased at UD. Arjuno Malang Furniture. This research is quantitative research. This research uses a case study method where data is obtained by distributing questionnaires to consumers who have purchased at UD. Arjuno Malang furniture was selected using purposive sampling. Determining the sample size used the Maholtra formula and obtained results of 95 respondents. Data analysis used multiple linear regression tests and determination tests. Based on the results of data analysis, the F test results show that product quality, price and word of mouth simultaneously have a significant and positive effect on purchasing decisions at UD. Arjuno Malang Furniture. Furthermore, the test results show that product quality, price and word of mouth have a significant and positive effect simultaneously on the decision to purchase furniture products at UD. Arjuno Malang Furniture. The results of the determination test show that the percentage is 76.9%, where purchasing decisions can influence product quality, price and word of mouth.is able to be influenced by reward, punishment and organizational commitment.

 

Keywords: Purchase Decision, Product Quality, Price, Word of Mouth.