Pengaruh Variasi Produk, Cita Rasa, dan Word of Mouth terhadap Keputusan Pembelian pada Konsumen Outlet Mixue Bireuen
DOI:
https://doi.org/10.61132/jubid.v3i4.1787Keywords:
Consumer Behavior, Product Variety, Purchasing Decision, Taste, Word of MouthAbstract
This study aims to determine the influence of Product Variety, Taste, and Word of Mouth on Purchasing Decisions among consumers of Mixue Outlet Bireuen. This study uses a quantitative approach. The sample consisted of 97 respondents, selected using the purposive sampling technique, with the criteria that respondents had purchased products at Mixue Outlet Bireuen, were at least 17 years old, had consumed Mixue products, and were willing to participate as respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS. The results showed that partially, Product Variety had a positive and significant effect on Purchasing Decisions, with a t-value of 6.718 > 1.986 and a significance value of 0.000 < 0.05. Taste had a positive and significant effect on Purchasing Decisions, with a t-value of 6.646 > 1.986 and a significance value of 0.000 < 0.05. Furthermore, Word of Mouth had a positive and significant effect on Purchasing Decisions, with a t-value of 6.080 > 1.986 and a significance value of 0.000 < 0.05. Simultaneously, Product Variety, Taste, and Word of Mouth had a positive and significant effect on Purchasing Decisions, with an F-value of 48.062 > 2.70 and a significance value of 0.000 < 0.05. The R Square value of 0.608 indicates that Product Variety, Taste, and Word of Mouth explain 60.8% of the variation in Purchasing Decisions, while the remaining 39.2% is explained by other factors not examined in this study.
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