Proceedings of The First International Conference on Global Innovation and Trends in Economy, InCoGITE, 7 November 2019, Tangerang, Banten, Indonesia

Research Article

The Influences Of Product Quality, Price, Word Of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok

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  • @INPROCEEDINGS{10.4108/eai.7-11-2019.2295230,
        author={Waseso  Segoro and Martina Rinawati Mulianto},
        title={The Influences Of Product Quality, Price, Word Of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok},
        proceedings={Proceedings of The First International Conference on Global Innovation and Trends in Economy,  InCoGITE, 7 November 2019, Tangerang, Banten, Indonesia},
        publisher={EAI},
        proceedings_a={INCOGITE},
        year={2020},
        month={5},
        keywords={product quality price word of mouth store atmosphere purchasing decision},
        doi={10.4108/eai.7-11-2019.2295230}
    }
    
  • Waseso Segoro
    Martina Rinawati Mulianto
    Year: 2020
    The Influences Of Product Quality, Price, Word Of Mouth And Store Atmosphere Toward Purchasing Decision In Michelle Bakery Margonda Depok
    INCOGITE
    EAI
    DOI: 10.4108/eai.7-11-2019.2295230
Waseso Segoro1,*, Martina Rinawati Mulianto1
  • 1: Gunadarma University
*Contact email: waseso@staff.gunadarma.ac.id

Abstract

Along with Indonesian alteration needs, recently consumer needs toward food industry is increasing. High demand from consumer induces yearly increasing of food industry selling in the field of bakery business. Due to that reason, citizens compete to open bakery business. One of them is Michelle Bakery. The aim of this research is to examine the effect of product quality, price, word of mouth, and store atmosphere towards purchasing decision in Michelle Bakery Margonda Depok. The method which is used in this research are validity test, reliability test, double linear regression analysis, likert scale analysis, classic assumption test, coefficient determination test, t test and f test. The data was collected by spreading the questionnaire to 100 respondens using Rao Purba technique with 96,04 sample hence it was completed into 100 respondens. This research used spss 17 version to analyse the data.The result showed that partialy product quality variable positively affected toward purchasing decision, price positively affected toward purchasing decision, word of mouth positively affected toward purchasing decission, and store atmosphere positively affected toward purchasing decision