PENGARUH WORD OF MOUTH (WOM) DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMEBLIAN PADA MINIMARKET SINAR BULAN

Authors

  • Amin Sadiqin* STIE Mahardhika Surabaya
  • Buyung Cahya Perdana Universitas Mayjen Sungkono Mojokerto
  • Rizki Arvita STIE Al-Anwar Mojokerto
  • Jefri Hariono Universitas Pawyatan Daha Kediri

DOI:

https://doi.org/10.63200/jebmass.v2i3.130

Keywords:

Word Of Mouth, Product Diversity, Purchase Decision

Abstract

The aim of this study is to determine and analyze the influence of word of mouth and product diversity variables on purchasing decisions at Sinar Bulan minimarket. The research population consists of Sinar Bulan minimarket consumers. A sample of 100 people was taken using random sampling techniques. The research results prove that both word of mouth and product diversity have a positive and significant partial effect on purchasing decisions at Sinar Bulan minimarket. Furthermore, word of mouth and product diversity simultaneously have a positive and significant effect on purchasing decisions at Sinar Bulan minimarket. The magnitude of the influence of word of mouth and product diversity on purchasing decisions at Sinar Bulan minimarket is 44.8%.

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References

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Published

2024-04-10

How to Cite

Sadiqin, A., Perdana, B. C., Arvita, R., & Hariono, J. (2024). PENGARUH WORD OF MOUTH (WOM) DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMEBLIAN PADA MINIMARKET SINAR BULAN. JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES, 2(3), 169–173. https://doi.org/10.63200/jebmass.v2i3.130

Issue

Vol. 2 No. 3 (2024): MARCH 2024

Section

Articles

License

Copyright (c) 2024 Amin Sadiqin*, Buyung Cahya Perdana, Rizki Arvita, Jefri Hariono

Creative Commons License

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

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