PENGARUH WORD OF MOUTH, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Abstract: The growth of furniture in Jepara has given rise to new business people in the furniture sector so that competition is increasingly competitive. One of them is Amadeus Design that shows a decreasing sales trend. A strategy to increase sales is needed as indicated by a decline in the purchasing power of furniture products. This research aims to determine the influence of word of mouth, price perceptions and promotions on purchase decisions for consumers of Amadeus Design furniture. This type of research is explanatory research with a quantitative approach. The sample calculation technique for this research is 100 respondents. Data collection techniques used questionnaires and interviews. The collected data was then processed using Smart PLS software version 3.3.3. The research results shows a positive and significant effect on purchasing decisions. Then, word of mouth variables, price perceptions and promotions contributed 0.642 or 64.2% to purchasing decisions. This means that purchasing decisions for Amadeus Design are influenced by word of mouth, price perceptions and promotions. Based on the research results, researchers formulated suggestions for Amadeus Design to build discussions with consumers and encourage consumers to provide reviews, set prices according to the target market, and create interesting and informative promotional content.

Keywords: Word Of Mouth; Price Perception; Promotion; Purchasing Decisions

Abstrak: Pertumbuhan furniture di Jepara memunculkan pebisnis baru di bidang furniture sehingga persaingan semakin kompetitif. Salah satunya ialah Amadeus Design. Pada perjalanannya, terlihat bahwa periode 2019 – 2023 memperlihatkan tren penjualan yang penunurun. Strategi peningkatan penjualan diperlukan sebagaimana terindikasi penurunan daya beli produk furniture. Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, persepsi harga dan promosi terhadap keputusan pembelian studi pada konsumen furniture Amadeus Design. Tipe penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Teknik perhitungan sampel  penelitian ini sejumlah 100 responden. Teknik pengumpulan data menggunakan kuesioner dan wawancara. Data yang terhimpun kemudian diolah menggunakan software Smart PLS versi 3.3.3. Hasil penelitian yang telah diolah menggunakan Smart PLS bahwa menunjukkan bahwa word of mouth, persepsi harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kemudian, variabel word of mouth, persepsi harga dan promosi memberikan kontribusi sebesar 0.642 atau 64,2% terhadap keputusan pembelian. Artinya, keputusan pembelian Amadeus Design dipengaruhi oleh word of mouth, persepsi harga dan promosi. Berdasarkan hasil penelitian, peneliti merumuskan saran bagi Amadeus Design untuk membangun diskusi dengan konsumen dan mendorong konsumen memberikan ulasan, menetapkan harga sesuai dengan target pasar, dan membuat konten promosi yang menarik dan informatif.

Kata Kunci: Word Of Mouth; Persepsi Harga; Promosi; Keputusan Pembelian