PENGARUH POTONGAN HARGA, LOKASI, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO KITA CABANG REBAN
Abstract
This research aims to test and analyze the influence of price cuts,
location, service quality, and word of mouth on purchasing decisions
at our shop, Reban branch. The population in this research were
people who had made purchases at Toko Kita Reban Branch, and used
a sample of 100 respondents. The type of research used is causal
research using multiple linear regression analysis tools and t
hypothesis testing which is processed using SPSS 20. The results of this
research show that price discounts have a positive and insignificant
influence on purchasing decisions, location has a positive and
significant influence on decisions. purchasing, service quality has a
positive and significant influence on purchasing decisions, and word
of mouth has a positive and insignificant influence on purchasing
decisions.
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