PENGARUH PRODUCT QUALITY PADA ENVIRONMENT FRIENDLY MELALUI KEPUTUSAN PEMBELIAN DAN WORD OF MOUTH
(1) STIE Pariwisata Internasional (STEIN), Jakarta
(2) STIE Pariwisata Internasional (STEIN), Jakarta
(*) Corresponding Author
Abstract
The purpose of this study was to determine the effect of product quality on an environment friendly through purchasing decisions and word of mouth at Union Kelapa Gading Restaurant. The population in this study were consumers who had made purchases more than twice and the sampling technique used was accidental sampling. The total sample was 226 respondents. The data analysis method in this study used the Structural Equation Model. This study used quantitative analysis that adopted Partial Least Square (PLS) 3.0. The results of this study, among others, that product quality has a positive and significant effect on purcha sing decisions, and word of mouth. Purchasing decisions had a positive and significant effect on word of mouth promotion. However, product quality did not have a positive effect on environmental friendliness.
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh product quality pada friendly enfironment melalui keputusan pembelian dan word of mouth pada Restoran Union Kelapa Gading. Populasi dalam penelitian ini adalah konsumen yang sudah melakukan pembelian lebih dari dua kali dan teknik sampling yang digunakan adalah accidental sampling didapatkan jumlah sample sebanyak 226 responden. Metode analisis data dalam penelitian ini menggunakan Structural Equation Model dengan Penelitian ini menggunakan analisis kuantitatif yang mengadopsi Partial Least Square (PLS) 3.0. Hasil penelitian ini antara lain, bahwa product quality berpengaruh positif dan signifikan pada keputusan pembelian, dan word of mouth. Keputusan pembelian berpengaruh positif dan signifikan pada word of mouth. Namun product quality tidak berpengaruh positif pada environment friendly.
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DOI: https://doi.org/10.38076/ideijeb.v3i2.120
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