PENGARUH KUALITAS PRODUK, HARGA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA UD. EMPAT PUTRI KUPANG

Abstract

UD. Empat Putri Kupang is a non-extractive industries are industries that manage semifinished goods into finished goods. The raw material in the manufacture of furniture companies are genuine teak wood from Jepara. Companies need to know anything that can allow consumers to get involved to decide to make a purchase. The products are of high quality to be one of the key success of the company, consumers generally want a product that can satisfy their needs with competitive prices and word of mouth is also important because the essence of marketing is to promote convincing to then end with a purchase decision. This study aims to determine the effect of product quality, price, and word of mouth (wom) on purchase decisions on the UD. Empat Putri Kupang The population in this study as many as 92 customers and all members of the population sampled is called saturation sampling. Data collected by distributing questionnaires to customers. Data were analyzed using multiple linear regression. Results showed simultaneous product quality, price and word of mouth have significant influence on purchasing decisions and has a positive and significant effect partial product quality, price and word of mouth to the purchasing decision on the UD. Empat Putri Kupang.