Analisis Pengaruh Harga, Lokasi, dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Kasus pada Kafe Bromo Hillside, Jawa Timur)

Abstract

This research aims to determine and analyze the influence of price, location and electronic word of mouth (E-WOM) on purchasing decisions for case studies in Bromo Hillside, East Java. This type of research is associative research with a quantitative approach. The population in this study are customers who have made an unknown number of purchases. The sample in this study was 75 respondents who were met by chance. The sampling technique is non-probability sampling with accidental techniques. The data collection method in this research is a questionnaire using a Likert Scale. The analytical method used in this research is multiple linear regression analysis and coefficient of determination using SPSS. Based on the F test (simultaneous), it shows that price, location and electronic word of mouth (E-WOM) simultaneously have a significant influence on purchasing decisions at Bromo Hillside with a coefficient of determination of 63.4%. Meanwhile, the results of the t test (partial), price has a positive and significant effect on purchasing decisions, location has a positive and significant effect on purchasing decisions, electronic word of mouth (E-WOM) has a positive and significant effect on purchasing decisions at Bromo Hillside Cafe, East Java