Authors :
Muchtalifan Achmad Farihan
Volume/Issue :
Volume 6 - 2021, Issue 12 - December
Google Scholar :
http://bitly.ws/gu88
Scribd :
https://bit.ly/3p6eOQn
Abstract :
This study aims to determine the effect of
advertising, brand image, service quality and price on
word of mouth and their impact on purchasing decisions
for Mekaar products at PT PMN. Data were collected
using a questionnaire with 55 respondents from Mekaar
customers. Data analysis using smartPLS application. The
sampling method used in this study is non-probability, and
the data test uses convergence validity, Cronbach's alpha,
combined reliability, and discriminant validity to test and
prove the study hypothesis. The results of a TStatistic and
PValue study show that variable ads do not significantly
affect word-of-mouth and purchase decisions, variable
brand images do not significantly affect word-of-mouth
and purchase decisions, and variable service quality is not.
I am. Impact on word-of-mouth and purchase decisions.
Price variables have a big impact on word-of-mouth
purchase decisions, reviews do not have a big impact on
purchase decisions
Keywords :
Advertising, Brand Image, Service Quality, Price, Word of Mouth, Purchase Decision.
This study aims to determine the effect of
advertising, brand image, service quality and price on
word of mouth and their impact on purchasing decisions
for Mekaar products at PT PMN. Data were collected
using a questionnaire with 55 respondents from Mekaar
customers. Data analysis using smartPLS application. The
sampling method used in this study is non-probability, and
the data test uses convergence validity, Cronbach's alpha,
combined reliability, and discriminant validity to test and
prove the study hypothesis. The results of a TStatistic and
PValue study show that variable ads do not significantly
affect word-of-mouth and purchase decisions, variable
brand images do not significantly affect word-of-mouth
and purchase decisions, and variable service quality is not.
I am. Impact on word-of-mouth and purchase decisions.
Price variables have a big impact on word-of-mouth
purchase decisions, reviews do not have a big impact on
purchase decisions
Keywords :
Advertising, Brand Image, Service Quality, Price, Word of Mouth, Purchase Decision.
