The type of research used in this research is quantitative research to
determine the influence of word of mouth, location, service quality, customer
reviews on purchasing decisions at RDK Purwokerto Group coffee shop
customers. The independent variables in this research are word of mouth, location,
service quality, customer reviews, the dependent variable is purchasing decisions.
The subject of this research was the RDK Purwokerto Group coffee shop
customer. This research used a sample of 100 respondents. The data collection
technique used was purposive sampling and the data analysis techniques used in
this research were descriptive statistical tests, instrument tests, logical assumption
tests, multiple linear regression analysis, model fit tests and hypothesis tests.
Based on the results of the F test, it was found that word of mouth, location,
service quality, customer reviews had a simultaneous influence on purchasing
decisions at the RDK Group coffee shop. Based on the results of the t test, it was
found that word of mouth, location, service quality, customer reviews had a
positive and significant influence on purchasing decisions at the RDK Group
coffee shop. Based on the value of the influence of word of mouth, location,
service quality, customer reviews on purchasing decisions, it is 37.5%, therefore it
is hoped that future researchers can expand the research population, in order to
obtain maximum results, they should consider the results of this research and
align them with other objects.