PENGARUH HARGA, KUALITAS PRODUK DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BOULEVARD MOTOR MANADO

Abstract

This study aimed to analyze and examine the influence of price, product quality, and word of mouth on consumers’ purchase decisions at Boulevard Motor Manado. This study employed a quantitativeapproach, utilizing data collected through questionnaires distributed to a sample of consumers at Boulevard Motor Manado. Data analysis was conducted using IBM SPSS 27, employing multiplelinear regression analysis. The findings indicated that price, product quality, and word of moutheach had a significant positive influence on consumers’ purchase decisions at Boulevard Motormanado. Furthermore, the results demonstrated that the variables of price, product quality, andword of mouth – collectively exerted a significant influence on consumers’ purchase decisions atBoulevard Motor Manado.