Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian dengan Word Of Mouth Sebagai Variabel Intervening (Studi Kasus pada Konsumen Toko Sepatu Kakiku Kencong)

Abstract

The purpose of this research is to find the influence of product quality and service quality of the purchase decision with word of mouth as variable intervening. This research is quantitative. The data obtained were analyzed by using Multiple Regression Test. The kind of data that used is primary and secondary data, while a source of the data used was internal data of conditions is company internally. The sampling teqnique used incidental sampling and purposive sampling, of samples from 135 respondents. The result showed that in partial variable product quality significant impact on word of mouth, service quality significant impact on word of mouth, product quality significant impact on the purchase decision, service quality significant impact on the purchase decision, word of mouth significant impact on purchase decision, word of mouth can be significantly over the intervening variable product quality, and word of mouth can be significantly over the intervening variable service quality.