Pengaruh Kualitas Produk, Word Of Mouth (WOM), dan Kualitas Pelayanan Terhadap Keputusan Pembelian Suku Cadang Bengkel Resmi Honda Ahass 10349 Setia Kawan Motor Lumajang

Abstract

This study aims to determine the effect of product quality, word of mouth (wom), and service quality on purchasing decisions for Honda Ahass 10349 official repair shop Setia Kawan Lumajang Motorbike. The population in this study are customers who purchase parts for Honda Ahass 10349 Setia Kawan Motor Lumajang Official Workshop. The number of samples in this study were 80 respondents. The sampling technique used is Non Probability Sampling using purposive sampling techniques and the method used in this study uses observation, questionnaires, and interviews. Data analysis method used is multiple linear regression analysis with t test and F test to determine the partial effect between the variables studied and the effect of variables together - simultaneously. The results showed that partially product quality and service quality variables significantly influence purchasing decisions, while word of mouth (wom) variables did not significantly influence purchasing decisions. Simultaneously that the product quality, word of mouth (wom), and service quality variables have a positive and significant effect on purchasing decisions.