Pengaruh Word Of Mouth (WOM), Lokasi dan Harga terhadap Keputusan Pembelian Brownies Amanda di Kabupaten Lumajang
Kata Kunci:
Word Of Mouth (WOM), Location, Price, Purchase DecisionAbstrak
This study aims to determine the effect of Word Of Mouth (WOM), Location and Price on the purchasing decisions of Amanda's
brownies in Lumajang Regency. This study took 78 respondents as a sample. Where this type of research is primary data.
Determination of the sample using purposive sampling with normality testing using the graphical method. The analytical tools
used in this research are quantitative analysis (test validity and reliability), multiple linear regression analysis, classical
assumption test (multicollinearity, heterosdastisity, and normality) t test, f test and coefficient of determination. The results of this study explain that partially the Word Of Mouth (WOM) variable has no significant effect on purchasing decisions,
the location variable does not significantly affect purchasing decisions, while the price variable partially has a significant
effect on purchasing decisions. And simultaneously variable Word Of Mouth (WOM, location and price on purchasing decisions of Brownies Amanda in Lumajang Regency
