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

https://doi.org/10.31295/ijss.v4n1.1125

Authors

  • Dika Setiagraha 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.

Downloads

Download data is not yet available.

References

Ackaradejruangsri, P. (2013). The effect of product quality attributes on Thai consumers’ buying decisions. Ritsumeikan Journal of Asia Pacific Studies, 33(1), 14–25.

Afif, A. M. (2018). Pengaruh kualitas produk, harga, merek, dan promosi terhadap keputusan pembelian pempek candy pada masyarakat di kota palembang [phd thesis]. universitas islam negeri raden fatah.

Ahmad, N., Vveinhardt, J., & Ahmed, R. (2014). Impact of word of mouth on consumer buying decision. European Journal of Business and Management, 6(31).

Amalina, R., & Khasanah, I. (2015). Analisis pengaruh persepsi harga, kualitas layanan dan lokasi terhadap keputusan pembelian (studi pada rocket chicken sukorejo kendal) [PhD Thesis]. Fakultas Ekonomika dan Bisnis.

Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant. Procedia-Social and Behavioral Sciences, 222, 324-331. https://doi.org/10.1016/j.sbspro.2016.05.175

Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223. https://doi.org/10.1016/0148-2963(94)00047-I

Bauckhage, C., Brito, E., Cvejoski, K., Ojeda, C., Sifa, R., & Wrobel, S. (2017). Ising models for binary clustering via adiabatic quantum computing. International Workshop on Energy Minimization Methods in Computer Vision and Pattern Recognition, 3–17.

Chen, Z., & Yuan, M. (2020). Psychology of word of mouth marketing. Current opinion in psychology, 31, 7-10. https://doi.org/10.1016/j.copsyc.2019.06.026

Felruel, R. (2019). Pengaruh inovasi produk dan persepsi harga terhadap keputusan pembelian pelanggan di rumah makan de’lapo bandung [PhD Thesis]. Universitas Pendidikan Indonesia.

Hervas-Drane, A. (2015). Recommended for you: The effect of word of mouth on sales concentration. International Journal of Research in Marketing, 32(2), 207-218. https://doi.org/10.1016/j.ijresmar.2015.02.005

Maulana, I., & Prasetia, A. R. (2015). Strategi Kreatif Usaha Kuliner Indonesia Untuk Memperluas Pasar Ke Kawasan Asia Tenggara Dalam Era Masyarakat Ekonomi Asean (MEA). Seminar Nasional Strategi Indonesia Kreatif Menghadapi ASEAN Economic Community, 1–16.

Murdana, P. A., & Suasana, I. G. A. K. G. (2020). The Role of Brand Image Mediates the Effect of Word of Mouth on Purchase Decisions at Erimarebangun Stores.

Putra, A. Y. (2018). Dalam Sebulan, 7 Ton Pempek Palembang Dikirim ke Luar Negeri. https://travel.kompas.com/read/2018/08/09/090000327/dalam-sebulan-7-ton-pempek-palembang-dikirim-ke-luar-negeri-

Sipayung, M. L., & Sinaga, A. H. (2017). Marketing Mix Effect and Quality Product Purchase Decision on Rice Pandaraman in South Tapanuli Region. IOSR Journal of Business and Management, 19(3).

Tridhawati, R., Rizal, Y., & Rusman, T. (2016). Pengaruh persepsi harga dan kualitas makanan cepat saji terhadap keputusan pembelian. JEE (Jurnal Edukasi Ekobis), 4(1).

Warta, M. (2018, April 12). Produksi Harian 6,4 Ton Pempek, Palembang Masih Kekurangan Ikan. Tempo. https://bisnis.tempo.co/read/1078914/produksi-harian-64-ton-pempek-palembang-masih-kekurangan-ikan

Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341. https://doi.org/10.1016/j.jbusres.2009.12.011

Zamil, A. M. (2011). The impact of word of mouth (WOM) on the purchasing decision of the Jordanian consumer. Research Journal of International Studies, 20(20), 24–29.

Published

2021-03-07

How to Cite

Setiagraha, D., Wahab, Z., Shihab, M. S., & Susetyo, D. (2021). Effect of word of mouth, price perception, and product quality on purchase decision pempek the local culinary products in palembang city. International Journal of Social Sciences, 4(1), 52-59. https://doi.org/10.31295/ijss.v4n1.1125

Issue

Section

Research Articles