PENGARUH KUALITAS PRODUK, CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO GETUK ECO MAGELANG

Abstract

rapidly is the food industry currently the culinary business in indonesia has rapidly increased. In
addition, indonesia has a variety of food and traditional cuisine that must be developed and preserved.
Getuk Eco as one of the food gifts manufacturer in Magelang City, is a trusted brand, but more numbers
of food gifts producers in the City of Magelang causing Getuk Eco decreased their sales in 2014.
The purpose of this research is to determine the effect of product quality, brand image and
word of mouth towards purchasing decisions on Getuk Eco store Magelang. The type of research is
explanatory research. The population in this research is the consument of a Getuk Eco store with the
number of samples taken was 100 respondents. Sampling using non probability sampling technique.
Measurement scale using Likert scale. The analytical method used is the correlation test, determination,
simple linear regression, multiple linear regression, t-test and F-test using SPSS program version 18.
Based on the results of the research, revealed that the partially, product quality, brand image
and word of mouth has positive effect on the purchasing decision which is indicated by result of the
value of t test bigger than t table. Significantly, variable product quality, brand image and word of
mouth has positive effect towards purchasing decision indicated by value of F test larger than F table.
And the advice that can be given is product quality improvement, especially on packaging of
Getuk Eco’s product and aesthetics improvements. Besides, Getuk Eco also need to improve the
company’s image as the best food gifts producer in Magelang City to support the consumer confidence.