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Pengaruh Word Of Mouth, Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Lims Cafe Kota Tebing Tinggi

Year: 2024

Type: article

Abstract: This research aims to analyze the influence of word of mouth variables, service quality and product quality on purchasing decisions at Lims Cafe, Tebing Tinggi City. This research is a quantitative research with 96 respondents. Data analysis using SPSS software with the results of this research showing partial hypothesis test results for each variable, namely word of mouth, service quality and product quality on purchasing decisions at Lims Cafe, Tebing City. Meanwhile, the simultaneous test results show word of mouth, service quality and product quality simultaneously influence purchasing decisions at Lims Cafe, Tebing Tinggi City.

Source: Digital Business Progres.

DOI: 10.70021/dbp.v3i2.194

Authors: Nanda Aulia Arif, Fitrianingsih Fitrianingsih

Institution: Sekolah Tinggi Ilmu Ekonomi Bina Karya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4412100322

FWCI:

Cites: 3

Cited by:

Related to: 10