Pengaruh Kualitas Produk, Harga, dan Word of Mouth Terhadap Keputusan Pembelian Keripik Singkong pada UMKM Keripik Cap Rumah Adat Minang UD Rezeki Baru

Abstract

Rapid developments in the business sector are creating increasingly fierce competition in the market, requiring businesses to optimize their business and find a competitive advantage. MSMEs have an important role in the Indonesian economy, contributing significantly to GDP and employment. UD Rezeki Baru's Minang Traditional House Chips is one of the MSMEs in Medan that faces the challenges of sales fluctuations and high price perceptions. The purpose of this study was to determine and analyze the effect of product quality, price, and word of mouth on purchasing decisions for UD Rezeki Baru Minang Traditional House Chips. The population in this study is very large and unlimited (infinite). The number of samples in this study were 105 people using purposive sampling technique. Research data obtained from interviews and distributing research questionnaires to consumers of UD Rezeki Baru's Minang Traditional House Stamp Chips and documentation studies. The analysis technique uses descriptive statistical analysis and multiple linear regression analysis. The results showed that simultaneously product quality, price, and word of mouth had a positive and significant effect on purchasing decisions. Partial research results show that product quality and word of mouth each have a positive and significant effect on purchasing decisions, while price has a negative and significant effect on purchasing decisions.