Analisis Pengaruh Kualitas Pelayanan Dan Word Of Mouth Terhadap Keputusan Pembelian Mie Ayam Arjuna Di Randudongkal Pemalang
Keywords:
Quality of Service, Word Of Mouth, Purchase Decision
Abstract
This study was set behind a decrease in the sales of arjuna chicken noodles during 2020-2021. This decline in sales indicates a decrease in consumer buying decisions for arjuna chicken noodle products so that it can be formulated in this study that how consumers make decisions to buy arjuna chicken noodle amid a growing competitive phenomenon based on service quality and word of mouth. The purpose of this study was to analyze the effect of service quality and word of mouth on the purchase decision of arjuna chicken noodles.
This study uses quantitative methods. Data collected using questionnaire and interview techniques. The respondents in this study were 50 people who met one of the five criteria; decision-making, purchasing, consuming chicken arjuna noodles at Randudongkal Pemalang. Three hypotheses were formulated and tested using regression analysis. Research results show that service quality does not have a significant effect on purchasing decisions, while Word Of Mouth has a significant effect on purchasing decisions. Word of mouth also had a high effect on purchasing decisions on Arjuna Chicken Mie Randudongkal Pemalang.
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Setiadi, Roby et al. 2022. “The Effect of Perceived Price and Service Quality on Consumer Satisfaction of Healthy Baby Food Counters.” Food Science and Technology.
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Aini Fitri, Noor. 2014. Analisis Faktor-faktor yang Mempengaruhi Pendapatan Pedagang Tape Singkong di Kota Probolinggo. Jurnal Ilmiah. Universitas Brawijaya Malang. Diakses pada Tanggal 2 September 2014 pada Pukul 10.30 Wib.
Ali Hasan. 2010. Word Of Mouth Marketing. Yogyakarta: Media Persindo.
Arianty, Nel, and Ari Andira. 2021. “Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian.” 4.
Bakti, Umar, Hairudin, and Maria Septijantini Alie. 2020. “Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli Pada Toko Online Lazada di Bandar Lampung.” 2020-03-11 22(Vol. 22 No. 1 (2020): Fenomena Merebaknya Virus Corona dan Perputaran Roda Ekonomi). https://ejournal.borobudur.ac.id/index.php/1/article/view/633.
Ernawati, Sri, Muhajirin Muhajirin, and Ismunandar Ismunandar. 2018. “The Effect of Word of Mouth (WOM) on Purchasing Decision of Region Exclusive Fabric of West Nusa Tenggara Province (Case Study on Sasambo Fabric in Bima City).” JURNAL TERAPAN MANAJEMEN DAN BISNIS 4(2): 115.
Fatmaningrum, Sakti Riana, and Muinah Fadhilah. 2020. “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea.” 4(1).
Ghozali Imam. 2011. ”Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali Imam. 2013. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Ilmiyah, Khafidatul, and Indra Krishernawan. 2020. “PENGARUH ULASAN PRODUK, KEMUDAHAN, KEPERCAYAAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI MOJOKERTO.” Maker: Jurnal Manajemen 6(1): 31–42.
Iskandar, Khalid, Muhammad Syaifulloh, and Aris Armunanto. 2021. “ANALISIS KUALITAS PELAYANAN ADMINISTRASI MAHASISWA DI UNIVERSITAS MUHADI SETIABUDI.” Value : Jurnal Manajemen dan Akuntansi 16(1): 24–34.
Lestari, Ainul Tria, and Khalid Iskandar. 2021. “Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Konsumen Bank BTN Cabang Tegal.” Journal of Economic and Management (JECMA) 2(1): 1–9.
Ling, Tjong Su, and Anton Widio Pratomo. 2020. “Pengaruh Brand Image, Persepsi Harga Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen The Highland Park Resort Hotel Bogor.” FEBRUARI 2020 1. file:///D:/Downloads/325-Article%20Text-1055-1-10-20200903.pdf.
Maria, Siti, Tommy Pusriadi, Yundi Permadi Hakim, and Dio Caisar Darma. 2019. “THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY.” Jurnal Manajemen Indonesia 19(2): 107.
Mariansyah, Alvin, and Amirudin Syarif. 2020. “Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Kepuasan Konsumen Cafe Kabalu.” 3(2).
Pramita, Roselina Vindy. 2022. “Pengaruh Brand Image dan Word Of Mouth Terhadap Keputusan Pembelian di Kedai Kopi Maning Bekasi.” 8(4).
Rachman, M. M. (2017). Metodologi Penelitian,. Surabaya: UNIPRESS Universitas PGRI Adi Buana.
Rahadiansyah, Adimas, and Anik Lestari Andjarwati. 2017. “Jurnal Ilmu Manajemen Volume 4 Nomor 2 – Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Surabaya.” 5.
Remiasa & Lukman. 2007. “Analisis Persepsi Pelanggan Terhadap Kualitas Layanan Coffe Shop Asing dan Coffe Shop Lokal”. Journal Manajemen Perhotelan. Vol.3 No.2. Universitas Petra, Surabaya.
Sumanto, (2014). Statistika Penerapan. yogyakarta: CAPS (Center Of Academic)
Septiani Risa, (2020) “Pengaruh E-Service Quality, Persepsi Harga, dan Promosi Penjualan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan(studi pada pelanggan Jasa Transportasi Online Gojek di Yogyakarta)”. Jurnal Ilmu Manajemen. Vol.17 No.2. Universitas Negri Yogyakarta.
Suryani, & Hendryadi, (2015). Methode Riset Kuantitatif teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam. Jakarta: Kencana Prenadamedia Group. (190-191).
Setiadi, Roby et al. 2022. “The Effect of Perceived Price and Service Quality on Consumer Satisfaction of Healthy Baby Food Counters.” Food Science and Technology.
V. Wiratna Sujarweni, SPSS Untuk Penelitian (Yogyakarta:Pustaka Baru Pers, 2015), h.52-56.
Published
2023-10-05
How to Cite
Tata Aulia Rahma, Khalid Iskandar, & Muhammad Syaifulloh. (2023). Analisis Pengaruh Kualitas Pelayanan Dan Word Of Mouth Terhadap Keputusan Pembelian Mie Ayam Arjuna Di Randudongkal Pemalang. Manajemen Kreatif Jurnal, 1(4), 249-273. https://doi.org/10.55606/makreju.v1i4.2173
Section
Articles
