The Influence of Product Quality, Price and Word of Mouth on Consumer Purchasing Decisions in Furniture Stores

Abstract

This study aims to empirically examine the effect of product quality, price, and word of mouth on consumer purchasing decisions (an empirical study of Udin Mebel Sukajaya Store). The Udin Mebel store experienced fluctuating sales, this was caused by a  new competitor opening a furniture store in the Sukajaya area. The samples taken from this study were 100 consumers of Udin Furniture Sukajaya Shop. The sampling technique in this study used incidental sampling, with the criteria that consumers had made purchases and made purchases more than once at Udin Furniture Stores. The analytical tool used is the survey method or distributing questionnaires to consumers/samples. The data analysis technique used in this study is descriptive quantitative and multiple linear regression assisted by using the SPSS version 25.0 application. The results of the study partially show that product quality, price, and word of mouth have a positive and significant effect on consumer purchasing decisions and simultaneously have an influence on consumer purchasing decisions at Udin Mebel Sukajaya Store. The coefficient of determination value is 0.452. This shows that the effect of the independent variable on the purchasing decision process is 45.2%. at the same time, the remaining 54.8% is influenced by other factors not examined in this study. Based on the results it is shown that the independent variable partially has a positive and significant influence on the dependent variable. Product quality, price, and Word of Mouth can simultaneously influence consumer purchasing decisions at the Udin Mebel Sukajaya Store.