Pengaruh Kualitas Produk, Lifestyle dan WOM terhadap Keputusan Pembelian di Restaurant La Moda
DOI:
https://doi.org/10.55123/mamen.v4i2.5128Keywords:
Produk Quality, Lifestyle, WOM, Purchasing DecisionsAbstract
This study was designed to investigate product quality, lifestyle and WOM on purchasing decisions at La Moda restaurant located in Central Jakarta. The study population involved regular and potential consumers of La Moda in Central Jakarta. Through this study, it is expected to obtain in-depth insights into consumer preferences and perceptions of key aspects that influence their experience at this restaurant. The data collection method used was accidental sampling with the application of the Roscoe technique, and the number of samples involved reached 150 respondents. The research instrument was compiled using a Likert scale and tested through validity and reliability tests. Data analysis was carried out using multiple linear regression using SPSS 25, and was preceded by testing classical assumptions such as normality, heteroscedasticity, multicollinearity, and linearity tests. The results of the analysis showed that partially, lifestyle and WOM variables had a significant influence on purchasing decisions. Conversely, the product quality variable did not show a significant effect partially on the dependent variable. Simultaneously, the three independent variables, namely product quality (X1), lifestyle (X2), WOM (X3), influence purchasing decisions (Y).
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