Product Quality, Price, and Word of Mouth on Customer Purchase Decisions: A Study at Cafe Horas Porong
Kualitas Produk, Harga, dan Word of Mouth Terhadap Keputusan Pembelian Pelanggan: Studi Kasus di Café Horas Porong
DOI:
https://doi.org/10.21070/ups.8348Keywords:
product quality, price, word of mouth, purchase decisionAbstract
This study focused on analyzing the influencing element of purchase decisions in the context of coffee shop at Café Horas Porong with a focus on the effect of product quality, price, and word of mouth on customer purchase decisions at Café Horas Porong. The approach in this research is using quantitative method in which the sample is taken using purposive sampling technique from 96 respondents who have made purchases at Café Horas Porong. The data was analyzed using SmartPLS 3. The results of the study show that the three independent variables, namely product quality, price, and word of mouth, significantly and positively affects customer purchase decision. The implications of this study contribute to the management of Cafe Horas Porong to focus on improving product quality, competitive pricing, and positive word of mouth management in order to increase customer purchase decision.
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