The Impact of Service Quality and Word of Mouth on Purchase Decision on MSMEs
Journal Title: Jurnal Ilmu Ekonomi dan Bisnis Islam - Year 2023, Vol 5, Issue 1
Abstract
The challenge of MSMEs to survive after Covid-19 is increasingly hard. Industry 4.0 has been taking over several jobs of human being. Even though, the MSMEs that survive and develop their business and adapt with technology and online platform is able to gain the attention of customer. The online platform for selling a product or service is currently in high demand due to ease of use and ease of payment. Therefore, company should provide best quality product, best service quality, and catchy promotion to gain the attention of consumer or customer. Moreover, there are few of study that investigate the WOM and service quality on purchase intention since service quality is investigating customer satisfaction in common while WOM is directly investigate it relationship with purchase intention. Therefore, this study is aimed to investigate the relationship of service quality and word of mouth on purchase decision partially and simultaneously. The method employs in this study is quantitative method with multiple regression analysis. The data of this study is primary data which obtained from the respondents directly through questionnaire. The result of this study partially, service quality has a positive significant relationship on purchase decision as well as WOM has a positive significant relationship on purchase decision. Meanwhile, simultaneously, service quality and WOM has a positive significant impact on purchase decision with level of relationship about 54.6%.
Authors and Affiliations
Octaviana Arisinta,Romiftahul Ulum,
Keywords
Related Articles
- EP ID EP720952
- DOI -
- Views 35
- Downloads 0
The Impact of Service Quality and Word of Mouth on Purchase Decision on MSMEs
The challenge of MSMEs to survive after Covid-19 is increasingly hard. Industry 4.0 has been taking over several jobs of human being. Even though, the MSMEs that survive and develop their business and adapt with technolo...
Penerapan PSAK 109 Pada Akuntansi Zakat, Infak dan Sedekah Di LAZ Al-Kasyaf Kabupaten Bandung
Lembaga Amil Zakat (LAZ) Al-Kasyaf Kabupaten Bandung merupakan LAZ yang bergerak dalam penghimpunan dan penyaluran dana ZIS. LAZ memerlukan pencatatan akuntansi ZIS berdasarkan PSAK 109. Namun penerapan PSAK 109 masih be...
Etika Agen Asuransi Allianz Syariah Dalam Memasarkan Produk Asuransi Jiwa Pada PT. Asuransi Allianz Kota Palu
Tujuan dari penelitian ini untuk mengetahui bagaimana etika agen asuransi Allianz syariah dalam memasarkan produk asuransi jiwa pada PT. Asuransi Allianz Kota Palu, kemudian untuk mengetahui bagaimana prespektif ekonomi...
Analisis Persepsi Nasabah, Kepercayaan dan Brand Image Terhadap Minat dan Keputusan Nasabah Menabung
Penelitian ini bertujuan untuk mengetahui Persepsi Nasabah, Kepercayaan dan Brand Image Terhadap Minat dan Keputusan Nasabah Menabung Pada Bank Jateng Syariah KCP Boyolali. Dalam penelitian ini menggunakan metode kuantit...
Pengaruh Kualitas Produk dan Desain Terhadap Keputusan Pembelian Motor Yamaha Vixion
Tujuan penelitian ini adalah untuk mengetahuai kualitas produk dan desain berpengaruh secara parsial dan secara serempak terhadap keputusan pembelian motor yamaha vixion pada organisasi vixion di kota Palu. Lokasi pada p...