PENGARUH KUALITAS PELAYANAN, WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNG KUROJI KABUPATEN SUMBAWA
DOI:
https://doi.org/10.23969/jp.v10i02`.31561Keywords:
Harga, Keputusan Pembelian, Kualitas Pelayanan, Pemasaran, Word of MouthAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, word of mouth, dan harga terhadap keputusan pembelian pada konsumen Generasi Z di Warung Kuroji, Kabupaten Sumbawa. Persaingan yang ketat di industri kuliner menuntut pelaku UMKM untuk memahami faktor-faktor kunci yang membentuk perilaku konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengambilan sampel purposive sampling terhadap 100 responden yang merupakan konsumen Generasi Z. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa variabel kualitas pelayanan, word of mouth, dan harga, baik secara parsial maupun simultan, memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Ditemukan bahwa harga merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian. Temuan ini memberikan implikasi manajerial bagi Warung Kuroji untuk terus meningkatkan kualitas pelayanan, mengelola komunikasi dari mulut ke mulut secara efektif, dan menerapkan strategi harga yang kompetitif guna mempertahankan dan menarik pelanggan.Downloads
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