NIKO AMANDA, NPM 2201100113 (2026) PENGARUH WORD OF MOUTH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TAHU ASIN DI DESA TEBING LINGGAHARA. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 738-754. ISSN 2614-851X(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM), Kualitas Produk, dan Harga terhadap Keputusan Pembelian tahu asin di Desa Tebing Linggahara. Fenomena menunjukkan adanya ketidakkonsistenan pengaruh ulasan lisan di tengah dominasi faktor harga dan kualitas pada produk pangan lokal. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 110 responden menggunakan teknik accidental sampling. Analisis data dilakukan dengan bantuan software SmartPLS melalui uji model struktural (PLS-SEM). Hasil penelitian menunjukkan bahwa secara parsial, Kualitas Produk dan Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Namun, Word of Mouth (WOM) ditemukan tidak memiliki pengaruh signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa rekomendasi interpersonal belum mampu menjadi pendorong utama bagi konsumen dalam melakukan transaksi. Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai R Square sebesar 0,760, yang berarti model ini memiliki kekuatan prediksi sebesar 76%. Hasil ini menyarankan pelaku usaha untuk lebih memprioritaskan stabilitas harga dan konsistensi mutu produk guna meningkatkan volume penjualan. Kunci: Word of Mouth, Kualitas Produk, Harga, Keputusan Pembelian, PLS-SEM ================================================ This study aims to analyze the influence of Word of Mouth (WOM), Product Quality, and Price on the Purchase Decision of salted tofu in Tebing Linggahara Village. The phenomenon shows an inconsistency in the influence of oral reviews amidst the dominance of price and quality factors in local food products. The research method used is quantitative with a descriptive approach. Data were collected through questionnaires distributed to 110 respondents using the accidental sampling technique. Data analysis was performed using SmartPLS software through structural model testing (PLS-SEM). The results showed that partially, Product Quality and Price had a positive and significant effect on purchase decisions. However, Word of Mouth (WOM) was found to have no significant effect on purchase decisions, indicating that interpersonal recommendations have not been able to be the main driver for consumers in making transactions. Simultaneously, the three independent variables significantly influenced the purchase decision with an R-Square value of 0.760, which means this model has a predictive power of 76%. These results suggest that business actors should prioritize price stability and product quality consistency to increase sales volume. Keywords: Word of Mouth, Product Quality, Price, Purchase Decision, PLS-SEM
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Word of Mouth, Kualitas Produk, Harga, Keputusan Pembelian, PLS-SEM==============Word of Mouth, Product Quality, Price, Purchase Decision, PLS-SEM |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 03 Nov 2026 03:48 |
| Last Modified: | 03 Nov 2026 03:48 |
| URI: | http://repository.ulb.ac.id/id/eprint/2962 |
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