The Influence of Advertising, Brand Image, Service Quality and Price on Word of Mouth and its Impact on the Purchase Decision of Mekaar PT. PNM

Authors : Muchtalifan Achmad Farihan

Volume/Issue : Volume 6 - 2021, Issue 12 - December

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This study aims to determine the effect of advertising, brand image, service quality and price on word of mouth and their impact on purchasing decisions for Mekaar products at PT PMN. Data were collected using a questionnaire with 55 respondents from Mekaar customers. Data analysis using smartPLS application. The sampling method used in this study is non-probability, and the data test uses convergence validity, Cronbach's alpha, combined reliability, and discriminant validity to test and prove the study hypothesis. The results of a TStatistic and PValue study show that variable ads do not significantly affect word-of-mouth and purchase decisions, variable brand images do not significantly affect word-of-mouth and purchase decisions, and variable service quality is not. I am. Impact on word-of-mouth and purchase decisions. Price variables have a big impact on word-of-mouth purchase decisions, reviews do not have a big impact on purchase decisions

Keywords : Advertising, Brand Image, Service Quality, Price, Word of Mouth, Purchase Decision.


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30 - April - 2024

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