The Influence of Price, Location and Word Of Mouth on Purchasing Decisions at Green Resto

Anggita Putri Ananda; Anita Kartika Sari; Mochamad Fatchurrohman

doi:10.31004/riggs.v2i1.115

Authors

Anggita Putri Ananda Manajemen, Fakultas Ekonomi, Sekolah Tinggi Ilmu Ekonomi Mahardhika
Anita Kartika Sari Manajemen, Fakultas Ekonomi, Sekolah Tinggi Ilmu Ekonomi Mahardhika
Mochamad Fatchurrohman Sekolah Tinggi Ilmu Ekonomi Mahardhika

DOI:

https://doi.org/10.31004/riggs.v2i1.115

Keywords:

Price, Location, Word of Mouth, Purchase Decision, Green Resto

Abstract

The rise of marketing activities in the MSME (Micro, Small and Medium Enterprises) sector is something that is familiar even though it is inseparable from competition in the business world. Consumer purchasing decisions are important for SMEs, one of which is the Green Resto restaurant in Surabaya. This study measures the extent to which Purchase Decisions can be measured through the variables Price, Location, and Word of Mouth. This research is a quantitative research using multiple linear regression data analysis techniques assisted by the SPSS 25 program. The data from this study were taken from the results of questionnaires distributed to 97 respondents who are customers of Green Resto. The results showed that Price, Location and Word of Mouth had a partial or simultaneous and significant effect on purchasing decisions at Green Resto. Where the price has a partial and significant effect on purchasing decisions at Green Resto. Location has a partial and significant effect on purchasing decisions at Green Resto. Word of Mouth has a partial and significant effect on purchasing decisions at Green Resto. And as a whole it can be said that Price, Location and Word of Mouth have a simultaneous and significant effect on purchasing decisions at Green Resto.

Downloads

Download data is not yet available.

References

Hasyim Ali Imran, “Peran Sampling Peran Sampling Dan Distribusi Data Dalam Penelitian Komunikasi Pendekatan Kuantitatif (the Role of Sampling and Data Distribution in Communication Research Quantitative Approach),” J. Stud. Komun. dan Media , vol. 21, no. 1, pp. 111–126, 2017.

Wufron, “Analisis Regresi Linier dengan IBM SPSS Statistics,” Univ. Garut, vol. 1, no. March 2020, pp. 0–10, 2020, [Online]. Available: https://doi.org/10.31219%2Fosf.io%2Ffwex8

L. Liana, “Penggunaan MRA dengan SPSS untuk menguji pengaruh variabel moderating terhadap hubungan antara variabel independen dan variabel dependen,” Dinamik, vol. 14, no. 2, pp. 90–97, 2009.

A. ayu Setyoningrum, “Pengaruh Kualitas Produk, Harga, Distribusi, Promosi, Dan Kenyataan Terhadap Keputusan Pembelian Konsumen Pada E-Comerca Shopee,” Suparyanto dan Rosad (2015, vol. 5, no. 3, pp. 248–253, 2020.

A. S. Maulana, “Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasaan pelanggan PT. TOI,” J. Ekon. Vol., vol. 7, no. 2, pp. 113–125, 2016.

S. Zalu, “Strategi Penelitian Kualitatif dan Kuantitatif, h. 38,” Jurnal, vol. 4, pp. 28–38, 2020.

Subandi, D. Anubhakti, and B. Vallendito, “Rancang Bangun Kuesioner Survey Berbasis Web,” Semin. Nas. Teknol. Inf. dan Apl., vol. 9, pp. 47–50, 2017, [Online]. Available: http://sentia.polinema.ac.id/index.php/SENTIA2017/article/view/228

S. Fitriyani, T. Murni, and S. Warsono, Pemilihan Lokasi Usaha Dan Pengaruhnya Terhadap Keberhasilan Usaha Jasa Berskala Mikro Dan Kecil,” Manag. Insight J. Ilm. Manaj., vol. 13, no. 1, pp. 47–58, 2019, doi: 10.33369/insight.13.1.47-58.

I. Sindunata, “Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian di agoda.com,” Hosp. dan Manaj. Jasa, vol. 6, no. 1, pp. 128–138, 2018.

P. Sopiyan, “Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian,” Coopetition J. Ilm. Manaj., vol. 13, no. 2, pp. 249–258, 2022, doi: 10.32670/coopetition.v13i2.1057.

D. Pradana, S. Hudayah, and R. Rahmawati, “Pengaruh harga kualitas produk dan citra merek BRAND IMAGE terhadap keputusan pembelian motor,” Kinerja, vol. 14, no. 1, p. 16, 2018, doi: 10.29264/jkin.v14i1.2445.

K. Chelviana, A. Made, and A. Iyus, “Analisis Faktor-Faktor Yang Mempengaruhi Pemilihan Lokasi Toko Modern Di Kecamatan Buleleng,” J. Pendidik. Ekon. Undiksha, vol. 9, no. 2, pp. 257–266, 2017.

J. E. . Towoliu and W. J. F. . Tumbuan, “Pengaruh Faktor Pribadi dan Faktor Keluarga Terhadap Keputusan Pembelian di Rumah Makan Waroeng Tepi Laut, Manado,” J. EMBA, vol. 5, no. 2, pp. 308–322, 2017.

J. Jufrizen and K. N. Rahmadhani, “Pengaruh Budaya Organisasi Terhadap Kinerja Pegawai Dengan Lingkungan Kerja Sebagai Variabel Moderasi,” JMD J. Ris. Manaj. Bisnis Dewantara, vol. 3, no. 1, pp. 66–79, 2020, doi: 10.26533/jmd.v3i1.561.

E. H. Briliant and M. H. S. Kurniawan, “Perbandingan Regresi Linier Berganda dan Regresi Buckley- James Pada Analisis Survival Data Tersensor Kanan,” Proc. 1st STEEEM 2019, vol. 1, no. 1, pp. 1–19, 2019.

F. I. Firmananda, Z. Ependi, D. N. Laowe, and B. Bustami, “Implementation of Digital Transformation at Al-Mahdi Outlets during the Covid-19 pandemic in Pekanbaru City”, RIGGS, vol. 1, no. 2, pp. 58–63, Feb. 2023.

mohd winario and M. Mardiansyah, “The Effect of Service Quality on Shopee Customer Satisfaction on Students of the Technology and Business Master Institute Pekanbaru”, RIGGS, vol. 1, no. 1, pp. 19–24, Jul. 2022.

A. A. ARIFUDDIN and R. Muta’al, “Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Toko Mulia Jaya Tondongkura Kecamatan Tondong Tallasa Kabupaten Pangkajene Dan Kepulauan”, ijmst, vol. 1, no. 1, pp. 8–16, Jan. 2023.

A. A. Parengkuan, J. Kadang, and E. Sastrawan, “Memperluas Jangkauan Pasar Dalam Meningkatkan Volume Penjualan Pada Casa Coffee & Space”, ijmst, vol. 1, no. 1, pp. 42–49, Mar. 2023.