The Influence of Word of Mouth and Service Quality on Consumer Purchase Decisions at Sikoseda Coffee Shop Pamulang South Tangerang

Muhammad Radja Ariev; Veta Lidya Delimah Pasaribu

doi:10.59890/ijma.v4i3.27

Authors

Muhammad Radja Ariev Universitas Pamulang
Veta Lidya Delimah Pasaribu Universitas Pamulang

DOI:

https://doi.org/10.59890/ijma.v4i3.27

Keywords:

Word of Mouth, Service Quality, Purchasing Decisions

Abstract

This study aims to determine the positive and significant influence of Word of Mouth and Service Quality on consumer Purchasing Decisions at Kedai Kopi Sikoseda, Pamulang, Benda Baru, South Tangerang, both partially and simultaneously . This study employed a quantitative descriptive method, collecting primary data through a Likert-scale questionnaire. The total sample consisted of 99 respondents, calculated using the Slovin formula based on the consumer population of Kedai Kopi Sikoseda . The data analysis techniques included Data Instrument Testing, Classical Assumption Testing, Linear Regression Analysis (Simple and Multiple), and Hypothesis Testing (t-test and F-test) . Based on the simple linear regression analysis, the Word of Mouth variable yielded the equation Y = 30.491 + 0.162X1, while the Service Quality variable yielded Y = 36.006 + 0.037X1 . The multiple linear regression analysis resulted in the equation Y = 29.024 + 0.165X1 + 0.038X2 . The partial hypothesis testing (t-test) proved that Word of Mouth has a significant influence on Purchasing Decisions, obtaining a tcount > ttable (6.236 > 1.985) with a significance value of 0.00 < 0.05, meaning H1 is accepted . Service Quality also has a significant influence on Purchasing Decisions, obtaining a tcount > ttable (3.289 > 1.985) with a significance value of 0.01 < 0.05, meaning H2 is accepted . The simultaneous hypothesis testing (F-test) proved that Word of Mouth and Service Quality jointly influence Purchasing Decisions with an Fcount > Ftable (31.458 > 3.093) and a significance value of 0.00 < 0.05, meaning H3 is accepted . Based on these findings, the company is advised to continue strengthening its Word of Mouth strategy by enhancing customer experience and consistently maintaining and improving service quality to boost consumer purchasing decisions in the future .

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