The influence of word of mouth, price perception, and product quality on purchase decision at Ayam Penyet Cabe Hijau Sunggal

Cristy, Anasthasia (2022) The influence of word of mouth, price perception, and product quality on purchase decision at Ayam Penyet Cabe Hijau Sunggal. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food and beverages industry have a big potential for local people or traveler. Resto Ayam Penyet Cabe Hijau Sunggal is a restaurant that survives by implementing word of mouth, pricing strategy, and providing quality product to customers in order to increase the purchase decision. The purpose of this research was to see how word of mouth (X1), price perception (X2) and product quality (X3) influenced purchase decision at the Resto Ayam Penyet Cabe Hijau Sunggal. As a result, the population chosen is all Resto Ayam Penyet Cabe Hijau Sunggal customers, with a sample size of 60 respondents using non-probability sampling, i.e. the accidental sampling method. The research utilizes quantitative, descriptive, and causal methods. Analytical techniques include instruments test, descriptive analysis, the classical assumption test, multiple linear regression, the coefficient of determination test, and hypothesis testing. The data met the criteria for analysis, yielding the multiple linear regression equation Y = -0,579 + 0,209X1 + .486X2 + 0,285X3 + 2,502. With a value of 0.209 X1, 0.486 X2 and 0.285 X3, the price perception variable (X2) has a greater influence on purchase decision. The t-test and f-test revealed that word of mouth, price perception and product quality had a positive and significant influence on purchase decision, partially and simultaneously, allowing the hypothesis H1, H2, H3, and H4 to be accepted. According to the coefficient of determination R2, the influence of the three independent variables is 81.7 %, with the remaining 19.3 % influenced by other variables not performed in this research. To increase purchase decision, company can pay attention to word of mouth and pricing strategies, and provide the best products./ Industri makanan dan minuman memiliki potensi besar bagi masyarakat lokal atau wisatawan. Resto Ayam Penyet Cabe Hijau Sunggal merupakan restoran yang bertahan dengan menerapkan word of mouth, strategi harga, dan memberikan produk yang berkualitas kepada pelanggan untuk meningkatkan keputusan pembelian. Tujuan penelitian ini adalah untuk melihat bagaimana pengaruh word of mouth (X1), persepsi harga (X2) dan kualitas produk (X3) terhadap keputusan pembelian di Resto Ayam Penyet Cabe Hijau Sunggal. Sehingga populasi yang dipilih adalah seluruh pelanggan Resto Ayam Penyet Cabe Hijau Sunggal, dengan jumlah sampel 60 responden menggunakan non-probability sampling yaitu metode accidental sampling. Penelitian ini menggunakan metode kuantitatif, deskriptif, dan kausal. Teknik analisis meliputi uji instrumen, analisis deskriptif, uji asumsi klasik, regresi linier berganda, uji koefisien determinasi, dan uji hipotesis. Data memenuhi kriteria analisis, menghasilkan persamaan regresi linier berganda Y = -0,579 + 0,209X1 + .486X2 + 0,285X3 + 2,502. Dengan nilai 0,209 X1, 0,486 X2 dan 0,285 X3. Uji t dan uji f menunjukkan bahwa word of mouth, persepsi harga dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan, sehingga hipotesis H1, H2, H3, dan H4 dapat diterima. Berdasarkan koefisien determinasi R2, pengaruh ketiga variabel bebas sebesar 81,7%, sisanya sebesar 19,3% dipengaruhi oleh variabel lain yang tidak dilakukan dalam penelitian ini. Untuk meningkatkan keputusan pembelian, perusahaan dapat memperhatikan strategi promosi dari mulut ke mulut dan penetapan harga, serta memberikan produk yang terbaik.

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