PURCHASING DECISION: DO YOU NEED SERVICE QUALITY, PRODUCT QUALITY AND WORD OF MOUTH?

PURCHASING DECISION: DO YOU NEED SERVICE QUALITY, PRODUCT QUALITY AND WORD OF MOUTH?

Purchasing decision, quality of service, product quality, word of mouth

This study aims to analyze the effect of service quality, product quality and word of mouth on purchasing decisions. The population is consumers at Purwokerto Cosmetic Warehouse. The sample of this study amounted to 100 respondents with the roscoe quota technique. The data analysis technique used is Structural Equation Modeling (SEM) Part Least Square (PLS). The results of this study show that service quality has a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions, word of mouth has a positive effect on purchasing decisions.

Midori Aiko Yano1, Mastur Mujib Ikhsani2, Tri Septin Muji Rahayu3
Alfato Yusnar Kharismasyah4

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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english

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