Effect of word of mouth, price perception, and product quality on purchase decision pempek the local culinary products in palembang city

Dika Setiagraha; Zakaria Wahab; Muchsin Saggaf Shihab; Didik Susetyo

doi:10.31295/ijss.v4n1.1125

Authors

Dika Setiagraha
dikasetia18@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Bakrie University, Jakarta, Indonesia
Didik Susetyo Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

food quality, price perception, product quality, purchase decision, word of mouth

Abstract

This study aims to determine whether or not there is an effect of word of mouth, price perception, and product quality on purchasing decisions for Pempek as the local culinary product in Palembang city, South Sumatra, Indonesia. The research results using IBM SPSS Statistics 25.0 software data were obtained from the primary data of 100 respondents. The results found that the variable word of mouth (X1) partially has a positive and significant effect on purchasing decisions, the price perception variable (X2) partially affects the purchase decision, and the product quality variable (X3) partially has a positive effect on purchasing decisions. Simultaneously, word of mouth, price perception, and product quality influence purchasing decisions on the culinary product of Pempek in Palembang City. From the results of data processing, it was found that the coefficient of determination was 77.7% which indicates that other factors influence the remaining 22, 3% as an influence on purchasing decisions. The analysis technique used in this study is to use multiple linear regression analyses.

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