THE INFLUENCE OF PRODUCT QUALITY, WOM, AND PRICE PERCEPTION ON PURCHASING DECISIONS
Keywords:
Product Quality, WOM, Price PerceptionAbstract
This thesis employs quantitative research to examine whether product quality,
WOM, and price perception individually and simultaneously influence purchasing
decisions at Thrifturbae.id Surabaya. A descriptive quantitative method was used
with a sample of 80 respondents, determined by probability sampling. Data were
collected via questionnaires using a Likert scale. Validity, reliability, classical
assumption, multiple linear regression, T (partial), and F (simultaneous) tests were
conducted. Results show that product quality, WOM, and price perception
simultaneously affect purchasing decisions. However, product quality has no
significant individual effect, while WOM and price perception do.
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