Pengaruh Kualitas Produk dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Dimsum Mbeledos Surabaya 

The influence of product quality and electronic word of mouth (e-wom) on the decision to buy dimsum mbeledos surabaya 

Supaya perusahaan dapat bertahan hidup dan bersaing diperlukan strategi pemasaran yang tepat yaitu dengan cara mempertahankan kualitas produk dan  meningkatkan E-WOM yang mudah mempengaruhi konsumen dalam  mengambil keputusan pembelian. Penelitian ini bertujuan melihat pengaruh kualitas produk dan electronic word of mouth dalam mengambil keputusan pembelian. Penelitian ini merupakan penelitian  deskriptif  kuantitatif.   Populasi dalam penelitian ini  adalah pelanggan dimsum mbeledos, dan jumlah sampel 85 orang. Pengujian analisis regresi berganda yang digunakan mencakup uji analisis regresi, uji F, uji t dan koefisien determinasi. Penelitian ini memberikan hasil bahwa kualitas produk dan electronic word of mouth berpengaruh pada keputusan pembelian. Hasil uji-t (parsial) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dan electronic word of mouth berpengaruh positif dan signifikn terhadap keputusan pembelian  . Secara simultan Kualitas produk dan electronic word of mouth berkontribusi sebesar 57,3% dan sisanya sebesar 42,7% dipengaruh oleh variabel lain diluar penelitian ini. 

To maintain the sustainability of the company and excel in the competition, an appropriate marketing strategy is needed, namely by maintaining product quality and improve  E-WOM) that can influence potential consumers to make purchasing decisions. This study aims to determine the effect of product quality and electronic word of mouth on purchasing decisions. The type of research used is descriptive quantitative. The population used is dimsum mbeledos consumers and the number of samples used is 85 respondents. The data analysis used in this research is multiple linear regression analysis which includes regression analysis test, F test, t test and coefficient of determination. It is known that the results of the study are product quality and electronic word of mouth on purchasing decisions. The Result of t-test (partial) quality product have a positive and significant influence on  purchasing decision, and electronic word of mouth have a positive and significant influence on  purchasing decision  Simultaneously product quality and electronic word of mouth contributed 57,3% and the remaining 42,7% was influenced by other variables outside of this study.