PENGARUH KERAGAMAN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI SAHABAT MOTOR PALEMBANG

  • Muhammad Bagus Saputra
  • Muhammad Said
  • Yuni Adinda Putri universitas tridinanti
Abstract Views: 245 times
PDF Downloads: 183 times
Keywords: Product Diversity, Word of Mouth, Purchasing Decisions

Abstract

The purpose of this study is to investigate the effect of product innovation and word of mouth on the sales of Sahabat Motors Palembang. This study used primary and secondary data obtained from interviews. Combining 25 SPSS models and data from 100 respondents, product category significantly influenced 3,085 purchase decisions. Further analysis shows that the t values in the t table are 3085, 1983 and higher, which indicates a higher t score. T table or 6.725 1. 983 is greater than it. Because it affects your purchasing decision. 6.725 Since y = 14.713 + 0.188X1 + 0.726X2 is small. Productivity Effects 58 Forces and Static Connections greatly influences the purchase choice.   The result of this  was in line with those studies which have been conducted before   related  to the  techniques  of word of mouth  in promotion  and  other techniques   which  are usually used in the marketing  and promotions  to accelerate  the purchasing   decisions of the  potential buyers.

Downloads

Download data is not yet available.

References

Asterini, S. A., & Sudaryana, A. (2020). Analisis Pengaruh Dimensi Komunikasi Word of Mouth terhadap Keputusan Pembelian pada Marko Milk and Coffee, Kadipiro Yogyakarta. Akmenika: Jurnal Akuntansi Dan Manajemen, 14(2), 961–970. https://doi.org/10.31316/akmenika.v14i2.1008

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Semarang:Badan Penerbit Universitas Dipenogoro.

Indrasari, M. (2019). Pemasaran & Kepuasan Pelanggan. Unitomo Press.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Prentice Hall.

Kurniawan, Y., & Mashariono. (2021). Pengaruh Word of Mouth, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Zahra Catering. Jurnal Ilmu Dan Riset Manajemen (JIRM), 10(1), 1–17.

Kusnadi, E., Tulhusnah, L., Minullah, M., & Pramesthi, R. A. (2022). Pengaruh Keragaman Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Toko Rani Louhan Di Payangan Bali. Growth, 20(1), 22. https://doi.org/10.36841/growth-journal.v20i1.1782

Larasati, N. R., & Chasanah, A. N. (2022). Pengaruh Persepsi Kualitas , Word of Mouth , Dan Iklan Terhadap Keputusan. Jurnal Manajemen Dan Dinamika Bisnis, 1(1), 51–60.

Lupiyaodi, R. (2013). Manajemen Pemasaran Jasa: Berbasis Kompetensi (3rd ed.). Jakarta : Salemba Empat.

Moy, A. A. (2021). Pengaruh Word of Mouth Terhadap Keputusan Pembelian Smartphone Samsung. GLORY (Jurnal Ekonomi Dan Ilmu Sosial), Vol.2(No.2), 161–173. https://ejurnal.undana.ac.id/index.php/glory/article/view/4819

Pratama, R. T., & Yuliati, E. (2021). Application of Theory of Planned Behavior in Consumers’ Purchase Decision of Cats and Dogs Food Products. ASEAN Marketing Journal, 12(2). https://doi.org/10.21002/amj.v12i2.12900

Putra, D. E., & Purbawati, D. (2019). Pengaruh Harga, Kualitas Produk dan Word of Mouth Terhadap Keputusan Pembelian (Studi pada Konsumen Loffle Pop Up Dessert). Jurnal Ilmu Administrasi Bisnis, 8(4), 242–250. https://ejournal3.undip.ac.id/index.php/jiab/article/view/24882%0Ahttps://ejournal3.undip.ac.id/index.php/jiab/article/viewFile/24882/22200

Putri, Y. A. (2022). Peran Label Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Palembang. Jurnal Bisnis Terapan, 6(2), 197–206. https://doi.org/10.24123/jbt.v6i2.5202

Putri, Y. A., & Sulbahri Madjir. (2022). Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Pada Pt Xl Axiata Tbk Di Kota Palembang. Jurnal Bisnis Terapan, 6(1), 23–32. https://doi.org/10.24123/jbt.v6i1.4790

Sonia Yolandia. (2022). Pengaruh Keragaman Produk, Lokasi, Dan Kualitas Pelayanan Islami Terhadap Keputusan Pembelian Pada Tb Isna Tulungagung. Juremi: Jurnal Riset Ekonomi, 1(5), 557–566. https://doi.org/10.53625/juremi.v1i5.1687

Sudaryono. (2016). Manajemen Pemasaran Teori & Implementasi (1st ed.). Yogyakarta : Andi.

Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D (3rd ed.). Bandung: Alfabeta.

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

Ulfami Paquita. (2020). Pengaruh Desain Produk, Keragaman Produk, Dan Hargaterhadap Keputusan Pembelian Pada Onlineshopgiyomi Melalui Shopee. Jurnal Pendidikan Tata Niaga (JPTN), 08(01), 701–708. https://ejournal.unesa.ac.id/index.php/jptn/article/download/32050/29070/

Published
2024-06-27
How to Cite
Muhammad Bagus Saputra, Muhammad Said, & Putri, Y. A. (2024). PENGARUH KERAGAMAN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI SAHABAT MOTOR PALEMBANG. Jurnal Bisnis Terapan, 8(1), 69 - 81. https://doi.org/10.24123/jbt.v8i1.6361