Pengaruh Kualitas Produk, Word of Mouth, dan Store Image terhadap Keputusan Pembelian: Studi pada Pengunjung Toko Amigo Pedan

Wita Marantika(1*), Sarsono Sarsono(2),

(1) Universitas Islam Batik, Surakarta, Central Java
(2) Universitas Islam Batik, Surakarta, Central Java
(*) Corresponding Author

Abstract


Marketing is the process of selling goods and services that aims to meet and satisfy customer wants. The purpose of this study is to determine the effects of product quality, word of mouth, and store image on purchasing decisions in Amigo Pedan store, Klaten, Central Java, Indonesia. The population in this study is the visitors of Amigo Pedan with a sample of 91 respondents. The sampling technique used in this study was incidental sampling. Primary data was collected using questionnaires. This study used multiple linear regression analysis. The results of this research showed that product quality, word of mouth, and store image have significant and positive effects on purchasing decisions in the store, simultaneously. But, only the word of mouth has a significant effect on customers’ purchasing decisions in the store, partially.


Keywords


Product quality; Word of mouth; Store image; Purchasing decision

Full Text:

PDF

References


Amron, A. (2018). Effects of Product Quality, Price, and Brand Image on the Buying Decision of City Car Product. Archives of Business Research, 6(4), 1–8. https://doi.org/10.14738/abr.64.4374.

Arifa, N., Hartono, H. & Robustin, T. P. (2018). Pengaruh Kualitas Produk dan Harga serta Word of Mouth terhadap Keputusan Pembelian Kosmetik Wardah (Studi Kasus Mahasiswi STIE Widya Gama Lumajang). Jurnal Riset Manajemen, 1(1), 54–63.

Basri, N. A. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of Word of Mouth Communication on Consumer Purchase Decision: Malay Upscale Restaurant. Procedia - Social and Behavioral Sciences, 222, 324–331. https://doi.org/10.1016/j.sbspro.2016.05.175.

Budiyanto, T., Kojo, C., & Tawas, H. N. (2016). Strategi Promosi, Kualitas Produk, dan Desain terhadap Keputusan Pembelian dan Minat Mereferensikan Rumah pada Puri Camar Liwas PT Camar Sapta Ganda. Jurnal Berkala Ilmiah Efisiensi, 16(04), 488–500.

Bulele, E. Y. (2016). Analisis Pengaruh Citra Toko, Kualitas Pelayanan, dan Ketersediaan Produk terhadap Keputusan Pembelian di Toko Buku Gramedia Manado. Jurnal Berkala Ilmiah Efisiensi, 16(3), 258–269.

Erdil, T. S. (2015). Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia - Social and Behavioral Sciences, 207, 196–205. https://doi.org/10.1016/j.sbspro.2015.10.088.

Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk dan Promosi terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17–32. https://doi.org/10.20527/jwm.v7i1.173.

Fahimah, F., Fauzi DH., A., & Hidayat, K. (2015). Pengaruh Store Atmosphere (Suasana Toko) terhadap Keputusan Pembelian (Survei pada Pengunjung di Madam Wang Secret Garden Cafe Malang). Jurnal Administrasi Bisnis (JAB), 28(2), 1–10.

Ghozali, Imam. (2006). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.

Hasyim, M. A., Fauzi, A., & Fanani, D. (2017). Pengaruh Citra Merek terhadap Word of Mouth dan Keputusan Pembelian (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Jurusan Administrasi Bisnis Angkatan 2014/2015-2015/2016 Pembeli Handphone Samsung Galaxy). Jurnal Administrasi Bisnis (JAB), 43(1), 148–156.

Kotler, P., & Armstrong, G. (2014). Principle of Marketing. 15th Edition. New Jersey: Pearson Prentice-Hall (Ed.). https://doi.org/10.1016/j.neuroimage.2008.10.043.Automated

Kotler, P., & Keller, L. (2017). Manajemen Pemasaran. Edisi 12, Jilid 1. Jakarta: PT Indeks.

Kusumawati, M. S., Sriwidodo, U., & Sumaryanto, S. (2016). Pengaruh Brand Image terhadap Keputusan Pembelian Shopie Paris dengan Word of Mouth Positif sebagai Variabel Moderasi (Survei pada Mahasiswi Fakultas Ekonomi Universitas Slamet Riyadi Surakarta). Jurnal Ekonomi dan Kewirausahaan, 16(2), 216–225.

Lotulung, S. C., Lapian, J., & Moniharapon, S. (2015). Pengaruh Kualitas Produk, Harga, dan WOM (Word of Mouth) terhadap Keputusan Pembelian Handphone Evercoss pada CV Tristar Jaya Globalindo Manado. Jurnal EMBA, 3(3), 817–826.

Marchall, M., Mananeke, L., & Roring, F. (2015). Pengaruh Brand Equity, Store Atmosphere dan Sikap Konsumen terhadap Keputusan Pembelian Pakaian Fashionable pada 3 Second Manado Town Square. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(1), 1002–1012. https://doi.org/10.35794/emba.v3i1.7805.

Maretha, V., & Kuncoro, E. A. (2011). Pengaruh Store Atmosphere dan Store Image terhadap Keputusan Pembelian Konsumen pada Toko Buku Gramedia Pondok Indah. Binus Business Review, 2(2), 979–991. https://doi.org/10.1002/uog.7568.

Nugroho, D. W., Suharyono, S. & Sunarti, S. (2018). Pengaruh Atribut Produk dan Word of Mouth terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 55(1), 125–131.

Ong, I. A., & Sugiharto, S. (2013). Analisa Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Pelanggan di Cincau Station Surabaya. Jurnal Manajemen Pemasaran, 1(2), 1–11.

Purwati, A. A., Yusrizal, Y. & Ramadhani, I. C. (2019). Pengaruh Life Style, Kualitas Produk dan Store Image terhadap Keputusan Pembelian. Journal of Management and Bussines (JOMB), 1(1), 22–36. https://doi.org/10.1017/CBO9781107415324.004

Puspita, D. L., Yulianto, E., & Sunarti, S. (2016). Pengaruh Kualitas Produk dan Word Of Mouth terhadap Keputusan Pembelian (Survei Kepada Konsumen Charles & Keith di Tunjungan Plaza Surabaya). Jurnal Administrasi Bisnis, 34(1), 79–85.

Sopiah, S. & Syihabudhin, S. (2008). Manajemen Bisnis Ritel. Yogyakarta: Penerbit Andi.

Subandi, T. (2016). Pengaruh Promosi Word of Mouth dan Preferensi Merek terhadap Keputusan Pembelian. Performa: Jurnal Manajemen dan Start-Up Bisnis, 1(5), 584–593.

Sugiyono, S. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.




DOI: https://doi.org/10.30588/jmp.v10i1.633

Article Metrics

Abstract view : 1567 times
PDF - 6 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Wita Marantika, Sarsono Sarsono

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://ejournal.up45.ac.id/index.php/maksipreneur.

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/archived by:

DOAJGoogle Scholar Crossref Sinta EBSCO Essentials Garuda IOS Microsoft Academic ROAD Dimensions WorldCat ResearchBib Scilit logo OpenAIRE CORE Semantic Scholar EuroPub Publons

Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management Department, Universitas Proklamasi 45, Yogyakarta, Indonesia

Published by Universitas Proklamasi 45, Yogyakarta, Indonesia

Email: maksipreneurjurnal@gmail.com | jurnal.maksipreneur@up45.ac.id

ISSN (electronic): 2527-6638  ISSN (printed): 2089-550X