PERAN WORD OF MOUTH MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN INDIHOME DI KOTA DENPASAR)

I Putu Agus Wenta Pharamadita; I Wayan Santika

doi:10.24843/EEB.2024.v13.i04.p11

I Putu Agus Wenta Pharamadita Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
I Wayan Santika Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia

DOI: https://doi.org/10.24843/EEB.2024.v13.i04.p11

Abstract

Era Globlisasi mengakibatkan kebutuhan terhadap internet sangat tinggi. Banyaknya perusahaan membuat persaingan semakin ketat sehingga penting untuk memperhatikan hal-hal yang dapat mempengaruhi keputusan pembelian konsumen. Tujuan penelitian ini adalah untuk menjelaskan peran word of mouth memediasi pengaruh kualitas produk terhadap keputusan pembelian pada konsumen Indihome di Kota Denpasar. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling dengan teknik purposive sampling dengan jumlah sampel yang digunakan adalah 100 responden. Metode pengumpulan data adalah metode survei dengan menggunakan kuesioner. Data yang terkumpul dianalisis dengan analisis deskriptif dan analisis inferensial dengan teknik Path Analysis, Uji Sobel, dan Uji VAF. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian; kualitas produk berpengaruh positif dan signifikan terhadap word of mouth; word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian; word of mouth merupakan variabel mediasi secara parsial pengaruh kualitas produk terhadap keputusan pembelian pada konsumen Indihome di Kota Denpasar.

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Author Biographies

I Putu Agus Wenta Pharamadita, Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia

In the era of globalization, the need for the internet is very high, this can be seen from the many telecommunication companies that have sprung up, especially in Indonesia. The number of companies makes competition increasingly fierce so it is important for companies to pay attention to things that can influence the purchasing decisions of their consumers. The purpose of this study was to explain the role of word of mouth in mediating the influence of product quality on purchasing decisions for indihome consumers in Denpasar City. This research was conducted on indihome consumers in Denpasar City. The sampling technique used in this research is nonprobability sampling technique with the number of samples used is 100 respondents with purposive sampling method. Data collection was carried out through distributing questionnaires. The collected data were analyzed using Path Analysis techniques, Sobel Test and VAF Test. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions; product quality has a positive and significant effect on word of mouth; word of mouth has a positive and significant effect on purchasing decisions; word of mouth is a partially mediating variable for the effect of product quality on purchasing decisions for Indihome consumers in Denpasar City. The theoretical implications of this study support the theoretical concepts and previous research and studies related to consumer behavior theory. The practical implication of this research for Telkom Group companies is that Indihome is expected to improve product quality and maximize word of mouth with positive forms of communication by utilizing its consumers so that it will influence purchasing decisions for Indihome products.

I Wayan Santika, Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia

In the era of globalization, the need for the internet is very high, this can be seen from the many telecommunication companies that have sprung up, especially in Indonesia. The number of companies makes competition increasingly fierce so it is important for companies to pay attention to things that can influence the purchasing decisions of their consumers. The purpose of this study was to explain the role of word of mouth in mediating the influence of product quality on purchasing decisions for indihome consumers in Denpasar City. This research was conducted on indihome consumers in Denpasar City. The sampling technique used in this research is nonprobability sampling technique with the number of samples used is 100 respondents with purposive sampling method. Data collection was carried out through distributing questionnaires. The collected data were analyzed using Path Analysis techniques, Sobel Test and VAF Test. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions; product quality has a positive and significant effect on word of mouth; word of mouth has a positive and significant effect on purchasing decisions; word of mouth is a partially mediating variable for the effect of product quality on purchasing decisions for Indihome consumers in Denpasar City. The theoretical implications of this study support the theoretical concepts and previous research and studies related to consumer behavior theory. The practical implication of this research for Telkom Group companies is that Indihome is expected to improve product quality and maximize word of mouth with positive forms of communication by utilizing its consumers so that it will influence purchasing decisions for Indihome products.