The Influence of Price Perception, location, and Word of Mouth on Purchasing Decisions at an MSME Fried Rice Business (A Study of Pak Jhon’s Fried Rice in Deket District)
Keywords:
Price Perception, Location, Word of Mouth,, Purchasing Decision,Abstract
This study aims to determine the influence of price perception, location, and word of mouth on purchasing decisions regarding fried rice MSME. The study employs a quantitative method using a survey approach via questionnaire distribution. A non probability sampling technique was used to select the population. Resulting in a sample of 170 respondents. Data analysis techniques used included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient tests, determination coefficient tests, t tests, and F tests, all conducted using SPSS 25 software. The results indicate that price perception, location, and word of mouth have a significant influence both individually and simultaneously on pruchasing decisions. With location was found to be the most dominant variable influencing purchasing decisions.
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