PENGARUH WORD OF MOUTH DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA STUDIO FOTO JUN MENGANTI, GRESIK

Muchammad Aji Ma’arif; Yuyun Widiastuti

Muchammad Aji Ma’arif Universitas Wijaya Putra
Yuyun Widiastuti Universitas Wijaya Putra

Keywords: Word of Mouth, Kualitas Pelayanan, Keputusan Pembelian

Abstract

This study aims to examine and analyze the influence of Word of Mouth and Service Quality on Consumer Purchase Decisions. The unit of analysis in this study was Jun's Photo Studio consumers of 96 people. Samples were taken using Accidental Sampling. Data analysis was performed using statistics with SPSS tools. Based on the results of data analysis using the t test it is known that partially Word of Mouth and Service Quality have a positive and significant influence on Consumer Purchase Decisions. Meanwhile, based on the results of data analysis using the F test, it is known that simultaneously Word of Mouth and Service Quality have a positive and significant influence on Consumer Purchase Decisions.

References

Bakti, U., & Setiawan, R. (2021). Pengaruh Harga, Personal Selling, Kualitas Produk Dan Word Of Mouth Terhadap Keputusan Pembelian Motor Pada Dealer Pt. Yamaha Putera Langkapura. Jurnal Cakrawala Ilmiah, 1(1), 1-16.
Cahyani, P. D., Utami, N., & Lestari, S. B. (2022). Pengaruh Word of Mouth, Kesadaran Merek dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Mie Gacoan di Yogyakarta). Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(2), 851–866.
Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Consumer Satisfaction, dan Consumer Loyalty: Tinjauan Teoritis. CV IRDH.
Firmansyah, M. A. (2020). Komunikasi Pemasaran. Surabaya: Penerbit Qiara Media.
Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Surabaya: Unitomo Press.
Irawan, A., Putri, L. T., & Henrizal, H. (2022). Pengaruh Promosi Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen Florist Di Kota Bangkinang. Jurnal Riset Manajemen Indonesia, 4(3), 284-289.
Kotler, P., & Armstrong, G (2021). Principles of Marketing Global Edition 18th Edition. London: Pearson Education.
Kotler, P., & Keller, K. L. (2021). Marketing Management 16th Edition. Upper Saddlem, New Jersey: Pearson Education
Latief, Rusman. 2019. Word of Mouth Communication : Penjualan Produk. Surabaya: Media Sahabat Cendekia.
Mahrinasari, M., & Pandjaitan, D. R. H. (2020). The Impact of E-Wom on Trust And Interest Visiting The Destination of Pahawang Island Tourism, Pesawaran District. International Journal of Economics and Management Studies.
Patmala, H. S., & Fatihah, D. C. (2021). Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian Di Ukmmart Kartikawidya Utama. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 1154–1170
Ramadani, M. (2020). Pengaruh Kualitas Pelayanan, Promosi Dan Lokasi Terhadap Keputusan Pembelian Di Toko Handphone. IQTISHADequity Jurnal MANAJEMEN, 1(2), 36–46. https://doi.org/10.51804/iej.v1i2.540
Rusnendar, E., & Salma, G. (2022). Pengaruh Word Of Mouth (WOM) dan Customer Experience Terhadap Keputusan Pembelian Produk UMKM Yoghurt di Bandung Timur Pada Masa Pandemi Covid 19. Jurnal Maps (Manajemen Perbankan Syariah), 6(1), 62-69.
Sopiyan, P. (2022). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition: Jurnal Ilmiah Manajemen, 13(2), 249-258.
Suhardi, Y., Syachroni, A., Burda, A., & Darmawan, A. (2020). Pengaruh Keragaman Produk, Persepsi Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen. Jurnal STEI Ekonomi, 29(02), 17–30. https://doi.org/10.36406/jemi.v29i2.340.
Sulistyowati, Wiwik. 2018. Buku Ajar Kualitas Layanan: Teori dan Aplikasinya. Sidoarjo: Umsida Press.