PENGARUH WOM (WORD OF MOUTH), BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MINUMAN THAI TEA PADA DUM DUM THAI DRINKS SAMARINDA

Abstract

The Influence of Word Of Mouth (WOM), Brand Image, and Product Quality on Purchasing Decisions in Thai Tea Dum Dum Thai Drinks Samarinda..This study aims to determine the effect of independent variables consisting of Word Of Mouth (X1), Brand Image (X2), and Product Quality (X3) on Purchase Decisions (Y) either partially or simultaneously and to determine one of the three variables most influential on Purchasing Decisions. This type of research is a type of quantitative research. The population in the study were all consumers of Dum Dum Thai Drinks Samarinda. The sampling technique used was random sampling. The results of the calculation of the F test (simultaneous) show that thevariables independentWord Of Mouth (X1), Brand Image (X2), and Product Quality (X3) simultaneously have an influence on thevariable dependent of Purchasing Decision (Y) from the results of t test analysis (partial) shows that Word Of Mouth (X1) and Brand Image (X2) partially do not have a significant effect on Purchasing Decisions (Y) while Product Quality (X3) partially affects Purchasing Decisions (Y) on Beverages Thai Tea Dum Dum Thai Drinks Samarinda. The variable that most influences employee performance is the Purchasing Decision variable.