PENGARUH WORD OF MOUTH, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN RAMBAK IKAN MEREK KUDA LAUT DI BATANG

Abstract

This study aims to test and analyze the influence of
Word of Mouth, Promotion and Price Perception on Purchasing Decisions of Rambak Ikan Merek Kuda Laut in Batang using a purposive sampling technique. The total sample was 97 respondents. Data analysis techniques use SPSS. The results of the study show that word of mouth has a positive and significant effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, while price perception has a positive but not significant effect on purchasing decisions.