Pengaruh Product Quality, Electronic Word of Mouth, dan Packaging Terhadap Purchase Decision (Studi Pada Konsumen Aqua Galon)

The Effect Of Product Quality, Electronic Word Of Mouth, And Packaging On Purchase Decision (A Study Of Aqua Gallon Consumers)

Penelitian ini bertujuan untuk menganalisis pengaruh Product Quality, Electronic Word of Mouth, dan Packaging Terhadap Purchase Decision. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dari penelitian ini adalah Konsumen Aqua Galon dan jumlah sampel yang terkumpul adalah 200 responden. Data dalam penelitian ini dianalisis menggunakan Regresi Linier Berganda yang diolah dengan software SPSS. Hasil analisis yang diporeleh dari penelitian ini menunjukkan bahwa Product Quality, eWOM, dan Packaging berpengaruh terhadap Purchase Decision.

Kata Kunci: Product Quality, Electronic Word of Mouth, Packaging,  Purchase Decision.

This study aims to analyze the influence of Product Quality, Electronic Word of Mouth, and packaging on purchasing decisions. This study used a quantitative approach. The population of this study was Aqua Gallon consumers, and the sample size was 200 respondents. The data in this study were analyzed using Multiple Linear Regression processed with SPSS software. The results of this analysis indicate that Product Quality, eWOM, and Packaging have effect on purchasing decisions.

Keywords : Product Quality, Electronic Word of Mouth, Packaging,  Purchase Decision.