Pengaruh Product Quality, Electronic Word of Mouth dan Harga Terhadap Keputusan Pembelian pada Wizzmie Jember

Abstract

This research was conducted on Wizzmie Jember customers who had consumed spicy noodles. The aim of this research is to determine the direct influence of Product Quality, Electronic Word of Mouth, and Price on Purchasing Decisions at Wizzmie Jember. This research was obtained by distributing questionnaires online to all Wizzmie Jember customers. The data collection method used was a questionnaire with a purposive sampling technique for 170 respondents. This research uses a quantitative approach and is analyzed using multiple linear regression. The results of this research show that Product Quality, Electronic Word Of Mouth, and Price have a significant influence on Purchasing Decisions at Wizzmie Jember.