NADIA CANTIKA PUTRI, NPM 2201100107 (2026) PENGARUH WORD OF MOUTH, CITA RASA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI RUTINITAS COFFEE RANTAUPRAPAT. Tugas_Akhir(Artikel) Mandiri: Jurnal Akuntansi dan Keuangan, 5 (2). pp. 290-298. ISSN 2829 9329(e-ISSN)
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Abstract
Penelitian Penelitian ini bertujuan untuk mengetahui pengaruh Word of mouth, cita rasa, dan kualits pelayana terhadap keputusan pembelian di Rutinitas Coffee. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Data dikumpulkan melalui kuesioner yang disebarkan kepada 97 responden yang merupakan konsumen Rutinitas Cofee. Analisis data dilakukan dengan bantuan SPSS 23 melalui serangkaian uji seperti uji validitas, reabilitas, asumsi klasik dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa word of mouth dan kualitas pelayanan berpengaruh positif dan signifikan, Sedangkan cita rasa tidak berpengaruh signifikan. Secara keseluruhan, ketiga variabel tersebut berpengaruh secara bersama-sama terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa pengalaman pelayanan yang baik dan rekomendasi positif dari konsumen lain menjaadi faktor utama yang memengaruhi keputusan pembelian, sedangkan cita rasa merupakan merupakan pertimbangan dominan dalam konteks penelitian ini. oleh karena itu, pelaku usaha disarankan terus meningkatkan kualitas pelayanan dan memperkuat komunikasi antar pelanggan guna mempertahankan kepercayaan serta loyaitas konsumen. Kata Kunci : Word Of Mouth, Cita Rasa, Kualitas Pelayanan, Keputusan Pembelian ================================================================================================ Abstract This study aims to determine the influence of word of mouth, taste, and service quality on purchasing decisions at Rutinitas Coffee. This study uses a quantitative method with a causal associative approach. Data were collected through questionnaires distributed to 97 respondents who are Rutinitas Coffee consumers. Data analysis was carried out using SPSS 23 through a series of tests such as validity, reliability, classical assumptions and multiple linear regression analysis. The results showed that word of mouth and service quality had a positive and significant effect, while taste did not have a significant effect. Overall, the three variables jointly influenced purchasing decisions. This finding indicates that good service experiences and positive recommendations from other consumers are the main factors influencing purchasing decisions, while taste is the dominant consideration in the context of this study. Therefore, business actors are advised to continue to improve service quality and strengthen communication between customers to maintain consumer trust and loyalty. Keywords: Word Of Mouth, Taste, Service Quality, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Word Of Mouth, Cita Rasa, Kualitas Pelayanan, Keputusan Pembelian==============Word Of Mouth, Taste, Service Quality, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 27 Jul 2026 04:00 |
| Last Modified: | 27 Jul 2026 04:00 |
| URI: | http://repository.ulb.ac.id/id/eprint/2608 |
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