Pengaruh Kualitas Produk, Electronic Word of Mouth (E-WOM), dan Lokasi Terhadap Keputusan Pembelian Ayam Panggang Bu Setu di Gandu Magetan

The Effect of Product Quality, Electronic Word of Mouth (E-WOM), and Location on Purchasing Decisions of Bu Setu's Grilled Chicken at Gandu Magetan

Penelitian bertujuan untuk mengetahui pengaruh kualitas produk, electronic word of mouth, dan lokasi terhadap keputusan pembelian Ayam Panggang Bu Setu di Gandu Magetan. Jenis penelitian adalah  penelitian survey dengan pendekatan kuantitatif. Populasi adalah  konsumen yang telah melakukan pembelian Ayam Panggang Bu Setu dengan sampel berjumlah 153 responden. Pengambilan sampel memakai metode nonprobability sampling dengan teknik  accidental sampling.  Teknik analisis data dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas produk (X₁) berpengaruh secara signifikan terhadap keputusan pembelian, dengaan nilai koefisien  0,113, electronic word of mouth (X₂) secara signifikan berpengaruh terhadap keputusan pembelian dengaan nilai koefisien  0,128, dan lokasi (X₃) secara signifikan berpengaruh terhadap keputusan pembelian dengaan nilai koefisien  0,284. Secara simultan kualitas produk (X₁), electronic word of mouth (X₂), serta lokasi (X₃) berpengaruh siqnifikan terhadap keputusan pembelian dengan nilai Adjusted R Square sebesar 0,236.

Kata Kunci: kualitas produk, electronic word of mouth, lokasi, dan keputusan pembelian.

This study aims to determine the effect of product quality, electronic word of mouth, and location on the purchasing decision of Bu Setu's Grilled Chicken at Gandu Magetan. This type of research is survey research with a quantitative approach. The population is consumers who have purchased Bu Setu's Roasted Chicken with a sample of 153 respondents. Sampling using nonprobability sampling method with accidental sampling technique. Data analysis technique with multiple linear regression. The results showed that product quality (X1) had a significant effect on purchasing decisions, with a coefficient of 0.113, electronic word of mouth (X2) had a significant effect on purchasing decisions with a coefficient value of 0.128, and location (X3) had a significant effect on purchasing decisions. with a coefficient value of 0.284. Simultaneously, product quality (X1), electronic word of mouth (X2), and location (X3) have a significant effect on purchasing decisions with an Adjusted R Square value of 0.236.

Keywords: product quality, electronic word of mouth, location, and purchase decisions.