Analisis Pengaruh Word Of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Warung Makan Teluyam Tulus Lumajang)

Abstract

Varied consumer tastes and strict culinary business competition, this
business actor must always be sensitive to changes in consumer tastes and
always maintain the quality of their products, because this will affect
consumers in making a product decision. This study aims to determine the
effect of Word of Mouth and Product Quality on Decisions of Purchasing
Teluyam food (studies on sincere teluyam food stalls in Lumajang). The
analytical method used is testing instruments, testing classical assumptions,
multiple linear regression analysis, testing hypotheses and coefficient of
determination. The sample in this study amounted to 45 respondents. The
results of this study indicate that Word of Mouth has no partial effect, while
product quality has a partial and simultaneous positive influence (studies on
sincere teluyam food stalls in Lumajang). It can be concluded that sincere
teluyam stalls must be able to maintain and provide excellent service to
Every customer who comes.