PENGARUH WORD OF MOUTH, KEPERCAYAAN MEREK, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Smartphone Oppo di Purbalingga)

FAWAZ, FAKHRI AL (2021) PENGARUH WORD OF MOUTH, KEPERCAYAAN MEREK, KUALITAS PRODUK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Smartphone Oppo di Purbalingga). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to determine the effect of word of mouth, brand trust, product quality, and lifestyle on purchasing decisions. The sample in this study amounted to 120 respondents. The sampling technique used in this study is non-probability sampling with data obtained from respondents with the research instrument using a questionnaire. The research method used in this study is multiple regression analysis. The results showed that word of mouth had a positive and significant effect on purchasing decisions, brand trust had a positive and significant effect on purchasing decisions, product quality had a positive and significant effect on purchasing decisions, and lifestyle had a positive and significant effect on purchasing decisions. Word of mouth, brand trust, product quality, lifestyle have a significant effect on purchasing decisions.

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